Business News
A Smart Beer Does Smarter Advertising
Thursday 26. June 2008 - Start-up beer company reaches health-conscious consumers while winning a record five Silver Telly Awards
Compete against Anheuser-Busch, Miller, or Coors in the advertising ring? Not for the faint of heart. But for less than $25,000, a start-up beer company has done just that by winning a record five Silver Telly Awards, one of the advertising world’s most prestigious awards.
This year’s entries include companies, agencies and organizations of all sizes, from large multinational media companies to small ad agencies and local production houses. Several winners of the 29th Telly Awards include AMC, American Heart Association, Chicago Tribune, Chick-fil-A, Clear Channel Creative Services Group, Comcast, Disney, ESPN, Gaiam, Inc., Golf Channel, Harpo Studios, HBO, JWT Team Detroit, Kohl’s Department Stores, Lockheed Martin, M&C Saatchi, Macys North, NASA Television, NBA Entertainment, NBC Universal Global Networks Italia s.r.l., Outdoor Channel, PBS, PGA Tour Productions, SCI FI Channel, Sports Illustrated, The Boeing Company, The Weather Channel, Time Life, Time Warner Cable, TV Guide Network, and Warner Bros. And Stampede Brewing Co., Inc., maker of Stampede Light — one of the newest fortified or functional beverages hitting the market such as Vitamin Water(R). “It’s really hard to show consumers your point of difference on a shoestring budget, while trying to ‘out market’ some of the world’s most recognized brands,” said Lawrence Schwartz, a nutrition-and-fitness buff who heads Stampede Brewing in Dallas. “We just wanted to be funny and a little bit edgy, while trying to reach beer drinkers who shop for healthy products,” says Schwartz.
Founded in 1978, the Telly Awards is the premier award honoring outstanding local, regional, and cable TV commercials and programs, the finest film and video productions, and groundbreaking web commercials, videos and films. A Winner of a Silver Telly, the top honor, represents less than 10% of entries. As Chairman of the judging panel, Richard Friley, noted, “As judging chairman, our judges are honored to have evaluated such an incredible body of work. The diverse pool of entries represents the best of traditional and online video and was an inspiration to us all. The quality of work exceeded our expectations, even in this challenging overall market and it is a true accomplishment for our winners.”
Naturally, as the CEO of a beer company, Schwartz had a different response, “It’s very humbling to be a David amongst Goliaths. Winning five Silver Telly’s is such an honor, I think I’ll go have a few cold ones to celebrate!”