The Ithaca Beer Campaign
In the spring of 2003, a brash upstart named Conor McDonough launched an adventurous, no holds barred advertising campaign to boost the marketability and brand recognition of a local microbrewery, the Ithaca Beer Company. The company presented an appealing concept in their Growler Club program; brewery-fresh beer sold in half-gallon refillable glass growlers at reasonable prices. The campaign consisted of three print ads that targeted the nearby communities of Cornell University and Ithaca College. The ads ran in local newspapers and were posted in area bars, restaurants, and retailers. Click on any of the above icons to view the complete ads.