Red Hook; GreenRubino

14300 NE 145th St, Woodinville, WA 98072; http://greenrubino.com

9/21/15

Mack Barry

This report was developed for an assignment in COMSTRAT 381

Redhook is an American brewing company. There are 2 breweries, which are

located in Woodinville, Washington, and Portsmouth, New Hampshire. They have

approximately 10 beers, as well as seasonal brews that they feature occasionally.

Brand Platform:

▪ Promise: The company’s brand promise is to create craft beers and have

fun doing it.

▪ Values: The brand values seem to include humor, tradition, family, high

energy, spirit, modest, progressive, accepting, local, community, sharing,

being “well-built.”

▪ Personality: The brand personality seems to include things like being

loved by both locals and tourists, being at the heart of neighborhoods, give

the people better products.

Customer Persona:

▪ Demographics: 30 year old, male, white, Seattle, college graduate,

$60,000 annual income, married.

▪ Goals & Motivation: This customer is motivated with his job and works

hard to get the next promotion. In his down time, he enjoys watching

sports, especially attending football games at his Alma matter,

Washington State University. He loves spending time with his wife and

their friends, and is always keeping up with local Seattle events such as

concerts, parades, festivals, and sporting events.

▪ Frustrations, needs, & challenges: This customer and his wife host weekly

gatherings with their friends from college to watch the Washington State

University Cougars play football games. Oftentimes, they travel from

Seattle to Pullman to watch the games, as they are season ticket holders,

however, busy work schedules sometimes prevent them from making it

over for the games. The couple provides their tailgate/gathering attendees

with food and snacks, as well as beverages—including beer. They want to

select a beer that is local to the Pacific Northwest region that their guests

will enjoy, and that has a “mature” look and taste. Their guests have a

variety of different taste in beer, so a variety of beer flavors is the best

call.

▪ Desired Solution: The tailgate/football party attendees view this customer

as a great host. The guests admire the customer because of his great taste

in beer and ability to put on a gathering with all of their college friends.

Guests come back for future events with the customer, and tell all of their

other friends about the great time they had.

Redhook Brewery’s current advertising campaign includes broadcast, print, and

online media. Their ads are often seen in magazines and websites such as Playboy,

Maxim, Thrillist, Guyism, The Daily Meal and more. One campaign that was run was for

“Audible Ale” during Super Bowl XLVII, which was a beer inspired by ESPN

SportsCenter host Dan Patrick. The media outlets that they target are men’s lifestyle

media outlets. Here is a link to a 2011 Redhook Super Bowl ad:

https://www.youtube.com/watch?v=PlW9vkYiOgI and here are some other examples of

Redhook’s advertising.

Proposed Advertising Concept: From my research, it seems to me that Redhook is

attempting to market to customers, without trying too hard... as if they are “playing it

cool” and wanting to be accepted by everyone. It was tough to find print and video ads

that have been posted online. It seems as if they are staying up to date with local trends,

and want their ads to fit in with current trends—including dirty jokes and accepting gay

marriage, and “playing it cool” that they are accepting of gay marriage. They seem to be

taking controversial topics, and using those as their platform for their marketing plan. My

proposed advertising concept would be to find use a topic that is at the center of current

events and news (initial ideas that come to mind are race issues, US relations with other

countries such as Cuba, South Korea, or Iran, religion, other gay marriage issues,

transgender rights, the 2016 US presidential debate), and figuring out a way to

respectfully tie the Redhook beers and brand into the topic. This could be tough because

these are touchy subjects and could come off as offensive, or, turn some customers away.

I assume there are some Redhook consumers who stopped drinking Redhook after they

took their stance supporting gay marriage. But the outcome could be very great, and the

fact that the ad is somewhat offensive/controversial will bring attention and light to the

brand.

Sources

http://greenrubino.com/portfolio/redhook-brewery-delicious-beer-irresistible-football-puns/

http://redhook.com

https://www.youtube.com/watch?v=PlW9vkYiOgI

http://craftbrew.com/brands/