Fresh Pour Wednesdays Weekly Campaign
Fixation Brewing - Fresh Pour Wednesdays
Client: Fixation Brewing/Lion Co.
The Story: Streaming services killed off appointment TV. That’s where the weekly Fresh Pour Wednesday videos on Fixation Brewing’s social media channels stepped in. A weekly introduction to the freshest beer being poured at the brewery; these videos featured the whole Fixation team and showcased the character of the brewery as well as the range of new beers brewed that week. The short format, consistent graphics and closing guitar sting gave the videos an identity both visually and audibly.
“My boyfriend doesn’t have Instagram, but whenever he hears that guitar from the other side of the room he asks ‘is that this week’s Fresh Pour video?’ .“
- Fixation Brewing customer
‘It’s only beer…’
…so let’s not take it too seriously. This is a long-established tone for Fixation Brewing’s communication. The Fresh Pour Wednesday videos were a weekly opportunity for the team to reinforce that style.
Sometimes, the humor was in the beer names that the team came up with. Other times, the jokes were unrelated to the beer and were just for fun. These videos allowed the audience to see the fun side of the team. After all, it is only beer!
A team you’d love to have a beer with.
The Fresh Pour Wednesday videos presented a great opportunity to introduce the Fixation Brewing team to their audience and drinkers.
Collabs, Special Events and the ‘Beer Nerds’
Established as a weekly ‘appointment’ post, the FPW videos doubled as a great way to communicate news of special events, guest collaborators and new seasonal releases.
The videos also evolved into a way to communicate some of the more ‘beer nerdy’ aspects of the brand, talking about the brewing process and unusual ingredients that went into some of the more experimental beers.
Guest breweries, bars and venues would often collaborate on brews at Fixation. Featuring them in the videos created excellent cross-promotion opportunities.
