Photo Provided By 805 Beer805 Beer is shining a spotlight on its diverse group of over 30 “Authenticos” – a collective of athletes, artists, shapers, and creators who embody the essence of 805 and the vibrant culture of California’s Central Coast in its new ad spots.
This campaign is part of an overall brand initiative, which marks the brewery’s most extensive effort to date. The campaign includes an array of marketing strategies that aim to immerse consumers in the brand’s culture as much as possible.
A number of these collaborations have taken place with notable figures and events, such as International Women’s Day, where top MMA fighter Tabatha Ricci teamed up with Babes Ride Out founders Anya Violet and Ashmore Ellis, alongside trail riders of the highest quality. Former Olympian Karlos Balderas and Cumbia Punk band Tropa Magica, along with Harley Davidson bagger racer Frankie Garcia, are featured in Latin and Hispanic spots. Moreover, Keith Malloy’s film “Another Eight Seconds” tells the story of former bullrider Stetson Lawrence.
805 Beer’s CMO Dustin Hinz says the goal is to showcase and celebrate extraordinary individuals and their endeavors throughout the year, not just on International Women’s Day. The goal is to inspire anyone interested in pursuing their passions with the same dedication and seriousness demonstrated by these women in their respective sports.
“That’s what sets apart the campaign for us is that these are women that have made an impact in their respective areas and we’re really proud of them,” said Hinz, who added that rather than hiring big social media influencers, the brand wanted to aim for authenticity.
In discussing 805 Beer’s marketing strategy, Hinz mentioned that the company concentrates on these primary verticals, with a significant emphasis on out-of-home marketing. They particularly favor out-of-home advertising in California, including Anaheim, as well as surrounding party markets, considering the considerable amount of time people spend commuting in the region. Additionally, they employ highly targeted digital marketing across social media and connected TV.
Moreover, the company’s marketing strategy emphasizes experiential marketing efforts in the state of California, with more than half a million cans of 805 Blonde Ale and 805 Cerveza distributed every year. The latest edition of 805’s magazine, “Properly Chill” (Volume 02), focuses on athletes, partnerships, and stories from the community, all contributing to the brand’s overall message and the engagement it offers its audience.
As Hinz explained, 805 Beer’s content primarily comes from a variety of film projects, such as short films and long features. The materials were not produced initially as commercials, but were integrated into marketing narratives that helped to promote the brand. The objective of this 360-degree approach is to engage consumers on a variety of different platforms in unconventional ways as well as to create a coherent brand narrative.
“The brand becomes omnipresent because we’re not just commercializing our message to people, we’re creating these things that are really interesting to attract them,” he said.
Furthermore, 805 Beer partnered with the World Surf League (WSL) last month to launch the “Cold Beer Surf Club,” a podcast and short film series hosted by California native and 805 Authentico, Conner Coffin. Additionally, an Athlete Booster program has been launched in order to provide assistance to two Challenger Series surfers in order to participate in the global series. This comes at a time when other beverage brands like ZOA Energy are also diversifying its media mix to attract as many demographics as possible.
