NEW REALM BREWING CO.

Scenario
Atlanta-based New Realm Brewing Co. struck a deal to be the “Official Craft Beer of Georgia Tech Athletics” and needed to announce the new partnership.

The Practical Approach
Typically, corporate sports sponsorships follow a traditional approach that is simply a lockup of the two partner logos together with the “official” designation and putting it in as many places as possible.

Our Practically Dangerous Solution
However, we knew that both New Realm Brewing Co. and Georgia Tech, while built on traditions, are anything but traditional. They share more than just the same backyard in downtown Atlanta. They share a sense of pride in their heritage, obsession for cutting-edge innovation, and, most importantly, a passion for the “white and gold.”

Sports and beer go hand in hand (literally). And there is nothing more symbolic of celebrating memorable moments cheering on your team than a cheers with your friends. As such, the launch creative plays off of the two Georgia Tech fight songs, “Up with the White and Gold,” and “Ramblin’ Wreck from Georgia Tech.” The overall creative theme celebrates cheers moments and encourages fans to raise a glass of the cold and frosty white and gold. 

Additionally, we helped create the first beer in the partnership, HelluVienna Lager. It’s a nod to not only the iconic fight song, but also the fact that it is a helluva, helluva, helluva good beer. In fact, it was such a hit with Georgia Tech fans that New Realm couldn’t keep it on shelf. As a result, Georgia Tech wanted to immediately follow it up with a partner beer following the same strategy with a beer called Ale of an Engineer.

It’s two beers and one fantastic partnership that will have fans everywhere raising one high as they “cheer on the brave and bold.”