Upland Brewing Company (UBC) and its agency Young & Laramore (Y&L) are refreshing Champagne Velvet (CV), the Indiana beer brand first brewed in 1902 and revived by UBC in 2013.
The campaign is designed to increase awareness of the beverage and features refreshed packaging, a new bottle and can design, a new tap handle.
It also offers print and in-store executions as well as a social component.
The creative highlights CV as a good-time beer by using throwback language, like “Unexpected houseguests come calling?"
To ground the brand historically, the new design is based on the aesthetic of a 1940’s Champagne Velvet can, a tribute to a peak time in the brand’s popularity, when it was a mainstay for numerous drinkers, says Y&L.
The advertising push will likely be limited to Central Indiana, a bit larger than the Indianapolis DMA. Social components include paid support, while the print component will debut in ’17.
With its wide popularity in the 1940’s, CV attained unofficial state beer brand status in Indiana. It was then sold nationwide.
UBC celebrated its 15th anniversary by reviving this iconic label, honoring both CV beer and Indiana’s often-overlooked brewing history.