“Discuss It Over A Bard’s” Ad Copy By Doug Adkins
These ads were my introduction to Bard’s Beer. In any case, I never developed a tolerance of, let alone a taste for beer. Consequently, I cannot speak to the quality of the product being marketed.
Further, I don’t know if these print ads have successfully promoted sales of Bard’s, which was originally created for folks who favor a brew on occasion but who are gluten-intolerant or who prefer a gluten-free diet, an explanation that helps decipher the otherwise mysterious pride Bard’s takes in being "America’s first gluten-free sorghum beer."1
I do, however, recognize and appreciate clever, engaging copy that, abetted by a provocative title, requires no more than 150-200 word to make me smile and happy I took the time to read it.
Click on images to enlarge
The Creative Director/Copywriter for the advertising campaign and the CCO of Hunt Adkins, Minneapolis, the agency of record for Bard’s, Doug Adkins explained,
We felt we had to recognize the profound sense of loss that gluten-intolerant beer lovers faced, while still appealing to the enthusiasm that craft beer drinkers bring to the table. In the end we landed on a core insight: Beer as an inalienable right. No one should be denied the freedom to solve the world’s problems over a beer. It’s simply not possible to raise a glass of, say, prune juice, and pontificate on the best place to hole up during a zombie uprising.2
More Bard’s Beer Ads By Doug Adkins
The other ads in this series can be found at these links:
Credit Due Department: I found the Bard’s Beer advertisements at Ads Of The World. The beer packaging graphic atop this post is a redesign that was also done by Hunt Adkins.
_____________________- Even given the original motivation for creating Bard’s, this boast, found at the bottom of the ad, raises a beer barrel of questions. Is there, for example, a second – or third or fourth or … – American gluten-free sorghum beer? Do most other countries have a glut of gluten-free sorghum beers? Is America in danger of falling catastrophically behind in the international gluten-free sorghum beer race? Is the the essence of Bard’s its sorghum base or its freedom from gluten or the combination of both? Are other beers, foreign or domestic, both gluten-free and sorghum-free? Are still other brews sorghum based but loaded with a gut-full of gluten? The mind reels. [↩]
- Quoted at AdPulp [↩]
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