Hello!

I'm about to start a new job with my main account being a big beer brand.
I want to study and prepare as much as I can before it starts, and influence myself as much stuff as possible... Both from advertising and outside of it.

Can you please share your tips and recommendations?
Specially Art Direction focused - I really want to arrive and be prepared to perform to the best level possible.

Thank you!!

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Drink beer. Relax. Have fun. You got this.

likehelpful

Thanks for the good vibes :)

So do just that—research. Understand the brand, and look at their competitor’s brands as well. Notice what’s unique in the industry, and what’s not.

likehelpful

Thanks for your reply!
That's what I've been doing recently. I'm also looking for good books, documentaries, series, movies, etc.. If you happen to have any recommendations :)

I'm gonna be that guy and tell you the best thing you can bring to the table is ignorance. You'll have plenty of time to get caught in the weeds of the brand rules and guidelines and history and whatever else. Right now, you have the name of a beer brand. And you have your gut reaction to whatever you think that brand is. And that's it. However right or wrong or little that may be, run with it. If you want to research something, do it without putting the brand name or words like "ads" into any search bar anywhere.

likehelpful

I like your point of view. And actually that was the intention of this post; try to find new sources of inspiration to research and learn from outside my area of comfort :)

Check out English and Australian beer advertising. They have done great work for decades.

likehelpful

Noted! Thanks!!
Any of your favourite examples you can share?

Talk to your strategists. You need a deck with some charts.

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Good idea!
How should I approach this? Contact my future CD or something or the sorts via email?

Research = drink said beer brand

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It’s not about selling beer it’s about selling culture. I hate myself for sound pretentious but it’s true. Figure out what your brands truth is and find as many ways to fit that into the world we exist in

likehelpful

Not pretentious at all, thanks for the advice

I used to be a server at a high end restaurant/inn. We had to know the ins and outs of whatever we sold, had to know the flavor notes of any alcohol we sold as well as what it would pair well with on the menu. This could be an area to explore bc some people are foodies/beer snobs and like to know what to pair a drink with.

As an AD, looking into the packaging/design inspiration is helpful. I’d go to the site and familiarize myself w the brand, the language, and the visual identity. It also wouldn’t hurt to pick up a pack and try them out and take some notes. Crack open a cold one and play around with the Vis ID and apply it to mock ups and comps so you have it down pat. Could also help if you have access to working files used on previous campaigns, download em and just learn the layout, colors, hierarchy, etc.

Reach out to people in your agency that are close to the brand and know it well. Have them share their research, decks, discoveries, insights, selling points, etc.; their information would be invaluable. Also if they have any contacts that are product specialists, see if you can connect with them, they’ll give ya a nice crash course on the brand/product.

I’ve heard from other ADs that working on beer brands is a blast, enjoy the process and best of luck!

likehelpful

Thanks! This was an extremely helpful comment, appreciate it.

And definitely will do my best to learn and enjoy from this as much as possible.

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Drink the beer. See how it’s sold in stores, bodegas, supermarkets. Ask people about it.

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Drink a lot of it. Know the “lore” of your beer. Definitely: understand where the brand has been visually, how it was received by the public with each era. Try to forecast where it can go next. If the clients are big sports people, it doesn’t hurt to know how their teams are doing ;)

helpful

I’m not really seasoned enough to give advice, but I see a lot of beer ads, and I think beer advertising is at its best when it’s fun. So just have fun when you’re in there concepting, the world needs more fun right now anyway.

helpful

So easy to miss having fun when you're too focused on working... Thanks for the heads up!!

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Would you consider it a comedy beer brand or a lifestyle beer brand?

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I would say lifestyle... It's one of the big international beers common in UEFA Champions and so

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