sampling of pyramid marketing projects

Sampling of Shaun Madsen’s marketing projects at Pyramid

Breweries

Pyramid Distribution

New Product Development and Packaging Re-Designs

Costco Brewers Box

Imperial Hefeweizen

Package Redesigns

2004 - 2007

Redesign extended to bottle labels, 12packs, tap handles, mother cartons, and all POS

2007-2009 2009 - Present

New Brand Positioning

Introducing lifestyle components and key elements

Fall 2008

Summer 2009 Variety Pack

Curve Ball - 2009

New Spring 2009 Seasonal

Crystal Wheat

Crystal Wheat Ale is first introduced to the market in April ‘08

Distributor/Retailer Sell Sheet

Curve Ball Seasonal Campaign

New packaging and new Blonde Ale liquid

On-premise poster and table tent insert

Online creative

New Brewers Box

Costco/Sam’s Club Brewers Box

Grocery Brewers Box

Distributor/Retailer Sell Sheet

Limited Edition Packaging

Costco Grocery

Grocery Promotions

Hef Summer Golf Getaway

In Store Promotional Elements

Hef Summer Golf

Cooking With Beer ’08 Retail Promotional Program

6 Pack Bottle Necker

Front side with value offer either on food item or

Pyramid product

Back Side with dinner recipe incorporating Pyramid beer (s)

Case Card POS

Fly, Fly Away Mariners Sweepstakes

In Store Promotional Elements

Safeway Affinity Programs

Case CardsCoupons

Seasonal Campaigns

Curve Ball POS

Broken Rake

Snow Cap Seasonal POS

Strategic Partnership Development

Applebee’s Custom POS

Sampling of national account custom seasonal on-premise creative

Seattle Mariners PartnershipSEATTLE’S PYRAMID BREWERIES AND

MARINERS ANNOUNCE PARTNERSHIP FOR 2008 BASEBALL SEASON

Northwest Favorites Team on Events and Promotions for Fans of Award-Winning Baseball & Beer

SEATTLE – DATE – Pyramid Breweries, Inc. announced a new multi-year sponsorship deal with the Seattle Mariners today that should give local fans another reason to cheer! “Fans in the Northwest are passionate about two things: baseball and beer. And they love the Mariners and Pyramid,” said Scott Barnum, CEO and Chief “Weizen” Guy, Pyramid Breweries. “We’re looking forward to lively and winning events throughout the 2008 baseball season that will give locals even more opportunities to enjoy Pyramid as they root for our Seattle Mariners.” In celebration of the new partnership, Pyramid is also announcing its Opening Day Promotion for Fans of Award-Winning Baseball & Beer. Opening Day is Monday, March 31st at Safeco Field, Seattle Mariners vs. Texas Rangers at 3:40 p.m. The Pyramid Alehouse, located across the street from Safeco Field, will be open before and after the Opening Day game to welcome fans and the start of another exciting season. Mariners fans can go to www.pyramidbrew.com and enter to win a free lunch and complimentary beer tasting with Pyramid’s Master Brewer at the Pyramid Alehouse and two free tickets to Opening Day at Safeco Field. The promotion starts immediately and runs through March XX, 2008. About Pyramid Breweries Inc.

Pyramid Breweries Inc. is a leading brewer of specialty, full-flavored beers produced under the Pyramid and MacTarnahan's brand names. Pyramid’s family of unfiltered wheat beers continue to be honored by beer drinkers and judges, earning the most craft beer medals in the last decade at the prestigious Great American Beer Festival (GABF). Since its beginning, Pyramid beers have received a total of 34 medals at the GABF. The brewery has also received a total of 9 medals in international competition at the World Beer Cup.

The Company owns two alehouse restaurants adjacent to its full-production breweries under the Pyramid Alehouse and MacTarnahan Taproom brand names in Berkeley, California, and Portland, Oregon, respectively, and three alehouse restaurants in Walnut Creek and Sacramento, California, and Seattle, Washington. More information about Pyramid Breweries is available at www.pyramidbrew.com.com

Press Release

Custom Mariner/Hefeweizen POS

Distributor/Retailer Templates

Double Sided Coaster

On Package Sticker

Alehouse Signage

Grocery Base Wrap for Displays

C-Store Promotion

7-11 Big Bite Promo – Summer ‘08

Worked with 7-11 to create store Ringing Instructions

Rite Aid California Promo

Advertising

2008 Spring/Summer Advertising Campaign

Click on Folder icon to Play

Pyramid Radio and TV - 2008 (2).zip

Northwest Sports Tonight Spring/Summer Sponsorship (KING 5, KONG 6/16 & NWCN 2)

Radio Television

Worked with Advertising Agency on Pre-Production Commercial Sketch

Online Creative

Seattle Times Sports Sponsorship

KING 5 News Sports

Seattle Times Homepage

Sponsorship

Competitive Marketing Strategy

Blue Moon Defense

• Blue Moon Brewery, owned by Miller-Coors, has had tremendous growth within the craft beer industry. The brand has hit the Pyramid Hefeweizen brand quite hard as they both compete in the wheat category, both are garnished with fruit and thus compete for the same customer.

• Through our research we found that most people had no idea that Blue Moon was indeed brewed by a major domestic brewer. Furthermore, our research said that a majority of craft beer drinkers purchase the product because of it’s authenticity and legitimacy to being independent.

• The goal was to execute an integrated guerilla marketing communication campaign to select competitive markets to shed light on the fact that Blue Moon was not a true craft brewer and instead owned by “the big guy”.

Market and Consumer Research

Consumer ResearchWho is the Pyramid Hef consumer…?

{Research done in Los Angeles and Dallas in April ‘07}

Enjoying with a group of friends

Drinking with my better

half

Being outdoors: Hiking,

camping and sailing

Watching a game with friends

Laidback and Cool

Approachable

Like the outdoors

Underlying sense of sophistication

and wisdom

Meet the Hefe Target

25-35

Mature

Active social life

Casual / Relaxed

Cooking

Traveling

Experimenting

Into savoring and enjoying different flavors

Regular game nights

Sophisticated but not taking oneself too seriously

“I’ve become a big wine fan, salsa fan and recipe and cooking fan. I’m finding that becoming a connoisseur of good beer has made me a connoisseur of other things.”

“As you grow older, you appreciate the finer things in life. You appreciate the taste and quality…kind of like wine. You are looking for more sophisticated experiences in life.”

Misc.

Grocery Shelf Talkers

Distributor Truck Campaign

Permanent POS

Brand Story

Beer Education Map

New Website

Project Manager for developing new trade website (www.marketing.pyramidbrew.com) that allows sales reps, distributors, and partners to access Pyramid logos, images, sell sheets, packaging

design files and logo/brand guidelines.

Pyramid Distributor Website