Brief: Playa de Brooklyn is a new lime lager that’s hitting the market March 2025 with a laidback but lively packaging and messaging and an innovative clear bottle, the first of its kind in Brooklyn Brewery history. In creating a lime forward lager, Brooklyn Brewery will be able to connect with a younger (21-34YO) and female consumer, in contrast to the mostly male and millennial with whom we over index. In April 2025, Brooklyn Brewery will launch Playa de Brooklyn’s campaign aimed at driving sub-brand awareness and trial.
WHAT IS THE PROBLEM FOR THE CAMPAIGN TO SOLVE?
Primary:
Recruitment of new consumers - current is aging out, and opportunity to bring in female, and those drinking less (i.e. Gen Z) given the ABV is lower in this beer and therefore may attract them.
WHO IS THE TARGET GROUP?
Primary:
Women, ages 21-34
Non-traditional craft drinkers with introduction of clear bottle and lively color scheme (wider beer and maybe even RTD market)
Secondary:
Males over indexes in Brooklyn Brewery audience
Sub-Brand Development: Playa de Brooklyn
Creative Direction, Copy Development, Production, Casting & Styling
Brand Concept:
“Put yourself in a fresher state of lime with Playa de Brooklyn. This bright lager packs a twist of vivid lime for a wedge of refreshment that breaks through the hustle and bustle. It’s made for stoop sunbathers, concert crews, park partiers, and any time that calls for some zest.”
Style: Lime Lager
ABV: 4.8%
Back of pack copy: Playa de Brooklyn is an extra-chill lager that packs a twist of vivid lime. It adds a wedge of refreshment any time that calls for some zest.
Tasting notes (on pack): Bright | Zesty | Fresh
Profile: Fresh, breezy lager with a twist of vivid lime
Sell sheet copy: Put yourself in a fresher state of lime with Playa de Brooklyn. This bright lager packs a twist of vivid lime for a wedge of refreshment that breaks through the hustle and bustle. It’s made for stoop sunbathers, concert crews, park partiers, and any time that calls for some zest.
Hops: Hallertau, Saaz
Pairings: Grilled fish tacos, peach and goat cheese summer salads, spicy jerk chicken, beach days, and Oaxaca cheese
Campaign Video Stills
Campaign and Positioning Watch Outs
Lime - Though Playa de Brooklyn has a “vivid twist of lime”, we were intentional in our language on-pack to not allude to Playa de Brooklyn having real lime, lime juice/puree, etc. Visually, we should avoid using limes in campaigns, marketing/sales assets , etc.
On Pack
Back of Pack: “Playa de Brooklyn is an extra-chill lager that packs a twist of vivid lime. It adds a wedge of refreshment any time that calls for some zest.”
Tasting Notes: “Bright | Juicy | Fresh"
Side of Pack: “Natural Lime Flavors”
Avoid cultural appropriation of Latin culture
When messaging Playa de Brooklyn, marketing/sales materials may be associated but not taking from Latin culture (i.e. Cinco De Mayo celebration)
Not just for the beach!
Pulled from our sell sheet copy, Playa de Brooklyn “is made for stoop sunbathers, concert crews, park partiers, and any time that calls for some zest.” In keeping our distance from Corona, we need to diversify our locations to not solely lean beach heavy.
