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Austin Beerworks

Peacemaker Anytime Ale 99-Pack Campaign


Brand Merchandise & Apparel
Advertising Campaign
Website Design & Development
Brand Messaging
Art Direction
Packaging System


Design Team: Christian Helms, Al Nelson
Copywriting: Mike Woolf, Christian Helms, Austin Beerworks
Creative Direction: Christian Helms
Photographer & DP: Andrew Yates
Web Developer: David Guillory
Media Buyer: Kathleen Pittman


2015 - Austin Ad Fed - ADDY Awards - Best in Design
2015 - Austin Ad Fed - ADDY Awards - Gold (multiple categories)

The Story

Since entering the market, Austin Beerworks has boasted four flagship brews: an IPA, a German style Pilsner, a German style Schwarz, and their lightest and most sessionable beer: Peacemaker Extra-Pale Ale.

Of the four, Peacemaker was anticipated to be the best-seller. Three years later Peacemaker was selling strong, but wasn’t the group frontrunner as expected. Drinkers were confused by the “extra pale” classification: was the beer extra hoppy, or extra light? We set out to clear up any confusion, telling and showing drinkers just how to use Peacemaker – in a big way.

We started by renaming the beer, calling it an “Anytime Ale.” The new style classification implies it’s lighter, easy-drinking and lower in alcohol. Even better, it tells drinkers exactly when is best to enjoy it: Anytime is a good time for a Peacemaker.

To launch the newly-named brew, we built the fast-growing brewery’s first official advertising campaign. We put ourselves in the shoes of craft beer drinkers, listing Peacemaker-perfect “Anytime” moments. We quickly realized we could come up with far more occasions than drinkers would have cans on-hand. That sparked an idea.

We proposed the idea of using Peacemaker to introduce the brewery’s first multi-pack. But with a beer that’s perfect Anytime, drinkers will want to keep more than a 12-pack on-hand. So we created the world’s first and only 99-Pack.

Weighing in at eighty-six pounds, and measuring over seven feet in length, the 99-Pack is as overindulgent as it is awesome. The outside of the box features a laundry list of “Anytimes” to enjoy Peacemaker, and inside there is a cold beer for every one of them. Priced at $99.99, craft beer retailers large and small lined up to carry the multipacks.

Sharing a box of beer this beastly is a natural opportunity to engage fans on social media, so we created a a micro-site featuring a video that tells the Anytime Ale story and captures the unique challenges of getting home a 99-pack. We also created a platform for fans to post, tag and view their own, unique ‘Anytimes.’

Billboards, print, point-of-purchase advertising and brand merchandise round out the campaign. Launched in late August, news of the world’s largest multi-pack went viral. Austin Beerworks made headlines across the globe, including mentions on Good Morning America, Comedy Central’s @Midnight, NPR Morning Edition, Mashable, Gizmodo and CNN.

Special thanks to our partners Beef and Pie Productions, Chez Boom Audio, Source Pixel Foundry and Green Bottle Media for helping make the campaign come alive.

Helms Workshop®