Pyramid is a pioneer of the Pacific Northwest craft beer landscape dating back to the 1980s, but saw that status slip over the last decade when it wasn’t supported with marketing. Now, under parent company North American Brewing Company, it’s reminding consumers why they started drinking Pyramid in the first place.
Pyramid relaunched the beer with new packaging and a new look earlier this year. It came to North for marketing in part because of its previous work on craft brews like Deschutes Brewery, Anchor Steam and North American Brewery’s own Magic Hat brand.
“We wanted an agency who knew beer – but more importantly, someone who could get to our story and our soul,” said Ken Hehir, marketing director at Pyramid Brewing Co. “North immediately rose to the top.”
North was challenged with making Pyramid stand out in the Northwest, which is famously saturated with craft beer brands. In a new campaign, it lays out Pyramid’s connections to the Northwest and the great outdoors in a winking delivery.
“You’re enjoying the view. The serene waters. The majestic mountains... and then some kayakers splash by and ruin the whole moment,” one of the new ads states.
“A lot of craft beer companies were using outdoor adventure as a backdrop for their beer, but they were taking it all too seriously,” said Mark Ray, chief creative officer at North. “We wanted to reach the serious backcountry people, sure, but we also want the people who just love the fresh air.”
A ‘Find Your Pyramid’ social campaign will also be running throughout the summer, with video ads appearing on Hulu. Out-of-home placements will also appear around the Northwest.