TABLE OF CONTENTS

Situation AnalysisCompany and Product History

Product EvaluationConsumer Evaluation

Direct CompetitorsIndirect CompetitorsCompetitive Analysis

Industry & Local TrendsConsumer Trends

SWOT Analysis

Marketing DirectionCommunication

Target Profiles Brand Essence

Business & Marketing Recommendations

Creative Direction & ConceptCampaign Concept

Creative BriefCreative Direction

Core Campaign PiecesPrint

Video

IMC PiecesWhat’s Your Ingredient#CraftTheMasterpiece

Product Packaging

Guerrilla/ViralTrivia Night

Future Recommendations

Team

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SITUATION ANALYSIS

1

Creature Comforts is not just a brewery, but instead a home for the thinkers, explorers, risk takers, and

dreamers. This establishment cultivates curiosity and welcomes the individuals that want to spread their

curious spirit and aspirations to others. Creature Comforts Brewery wants to share their beer with people

who strive for more, who inspire others, who desire knowledge, and who follow their passions. They

encourage people to crave curiosity and seek happiness, as well as enjoy the Creature Comforts of life.

They love craft beer for everything it represents. They stand behind the originality of their beers; the quality

of standards it exceeds and the Athens community that embraces their one of kind product. Creature

Comforts Brewery Company is built upon the common passion of creating a balanced family of authentic

and professional individuals who are devoted to the art of craft beer. Their mission is simple and genuine.

They want to produce craft beer that is respected by the industry, loved by the consumer, and balanced

with a high quality and innovative taste.

COMPANY AND PRODUCT HISTORY2

The entrepreneurs behind Creature

Comforts Brewery Company united

under the common goal of starting a craft

brewery in Athens, GA. They saw Athens

as the future destination for craft beer

lovers and the place to establish their

one of a kind brewery. Creature Comforts

reclaimed the warehouse that used to be

a 1940s Chevy dealership and later the

Snow Tire Co and rehabilitated it to its

authentic and trendy feel today. David

Stein, Adam Beauchamp, and Derek

Imes were the masterminds behind

this project. Both Adam and Derek have

extensive experience in the craft brewery

field and this was their opportunity

to turn their passion into a business.

Shortly after, Chris Herron joined their

team as the CEO of Creature Comforts.

With his business knowledge and their

brewing experience, Creature Comforts

was complete. In addition, they’ve added

nearly 20 part time employees to form

the family that represents Creature

Comforts today.

Bringing a uniquely fresh vibe to downtown Athens, Creature

Comforts Brewing Company has become a favorite spot

for locals and visitors alike. Four beers make up their year-

round offering: Bibo, Tropicália, Reclaimed Rye, and Athena.

Seasonal brews also make special appearances throughout

the year. No matter the flavor, each beer brings their own

signature flavor and experience to the table. Creature

Comforts ensures a great tasting beer. Tours are held

several days out of each week to give guests the chance see

behind the scenes and even sample what’s flowing through

the tap. When it’s time to leave, guests are encouraged to

take their signature Creature Comforts glassware home

with them. And new in 2014, the craft brewery now offers

canned beverages, so guests can enjoy the mastered

experience wherever their hearts desire. Creature Comforts

Brewing Company also boasts an ideal event location with

5,500 square feet of picturesque one-of-a-kind event space.

PRODUCT EVALUATION4

Creature Comforts is a brewery where a variety

of people find themselves kicking back, socializing

and enjoying quality craft beer. From established

professionals to college students to craft

connoisseurs the brewery provides an authentic

experience for anyone who walks inside.

Established professionals who live in and around

Athens may find themselves at the brewery after

work, with their buddies on the weekends, or

during a lunch break. Graduate and law students

seeking new experiences and escape from their

daily life may find great content within the walls

of this brewery. These students find themselves

inspired by the creativity and authenticity that

Creature Comfort embodies. They seek to become

the best in their category, and demand that their

craft beer is the best in theirs.

CONSUMER EVALUATION 5

Terrapin Brewery Copper Creek Brewing Company

TargetYoung adults (students & locals)

Familiar with craft beerDowntown crowd,

locals and college students

Pricing $10 to $12 $2 to $7

Hours Wed. - Sat. from 5:30 PM - 7: 00 PM Mon. - Fri. from 4:00 PM to 2: 00 AMSat from 12:00 PM to 2:00 AM

Location 265 Newton Bride Rd, Athens, GA 30607 140 E Washington St, Athens, GA 30601

Atmosphere Laid-back craft beer brewery known for its sea-

sonal craft beer selection and toursHip brewpub serving Souther-influenced pub far,

plus a selection of draft and craft beer

DIRECT COMPETITORS6

Trapeze Pub Pauley’s Crepe Bar Blue Sky Five Points Growlers Beer & Brew Supply

TargetLocals, UGA students,

businessmenLocals and college

studentsLocals and college

students Locals

Pricing $3 to $12 $3 to $10 $4 to $15 $30+

HoursMon. - Sat. from 11

AM to 2 AM, Sun. from 11 AM to 12 AM

Mon. - Sun. from 11 AM to 2 AM

Mon. - Thurs. from 5 PM to 2 AM, Fri. - Sat.

from 3 PM to 2 AM

Mon. - Thurs. from 10 AM to 10 PM, Fri. - Sat. from 10 AM to 11 PM, Sun. from 12 PM - 9

PM

Location269 N Hull St Athens,

GA 30601134 E Clayton St,

Athens, GA 30601128 College Avenue,

Athens, GA 30601

1655 Lumpkin St, Athens, GA 306063686 Atlanta Hwy, Athens, GA 30606

Atmosphere

Laid-back gastro-pub known for its craft beer selection and

cocktails, plus updated bar food classics

Upbeat, trendy restaurant/bar known

for its “beer card” competition craft beer selection, and eclectic

cocktails

A classic speakeasy with extraordinary

selection of over 200 craft beers

Serving over 45 taps of craft brews and specializing in the

rarest and most highly allocated of beers

INDIRECT COMPETITORS 7

COMPETITIVE ANALYSIS

In-house brewed craft beers competitorsTerrapin Brewery and Cooper

Creek Brewing Company

Brewery tours competitorsTerrapin Brewery

Location competitorsCooper Creek Brewing

Company, Trapeze Pub,

Pauley’s Crepe Bar, Blue Sky

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Beer Can MadnessBeer cans are making a come back. Glass containers became popular

after beer drinkers shunned cans that imparted a metallic taste and

some still had the perception that the best beers came in glass bottles.

In 2002, that changed with Dale’s Pale Ale whose can packaging brought

beer-canning back--it didn’t hurt that technology was able to address

the funky taste issue. Recent engineering improvements changed

the canned-beer drinking experience forever. Last year Boston Beer

Co. introduced its Samuel Adams “Sam can” with an extended lip and

hourglass ridge to enhance aromatics and expel carbonation. In the

same year, Pottstown, PA-based Sly Fox unveiled a beer can featuring a

removable lid, similar to the pull-tab top of a soup can. Among domestic

beer brands, Miller Lite introduced its punch-top cans that have a second

hole to be opened with objects such as a key in 2012.

Seasonal BeersAs consumers expand their palette and demand new flavors, businesses

are respond by adding new seasonal beers to their menu and placing

them on retail shelves earlier to compete for shelf space with other

brewers. People no longer want the same beer all year round and for

every season there is a brew. Summer wheat (Yuengling), Pumkinator

(Saint Arnold Brewing), Santa’s Private Reserve (Rogue Ales), are just a

few of many seasonal inspired beers.

INDUSTRY & LOCAL TRENDS 9

Craft BeerIn 2014, craft beer sales will exceed $20 billion and by 2017, $36 billion. Consumers are drinking craft beer--a lot of it.

Consumers of craft beer are more discerning and often decided, before they walk into retail breweries; on what brand

they want to buy. Still, discovery is important: regular consumers of craft beer say that if they knew more about a

specific brand/beer they would be open to trying it. For consumers, craft beer is a lifestyle.

F2F NetworkingFace-to-face interactions still matter to consumers. Surveys have shown that despite their love for social media, people

want more interpersonal contact—and it’s not just laymen. Professionals believe that face-to-face interactions are

necessary to close a business deal and for business success. For college students and post grads the first handshake

at a networking event can mean the difference between a new internship/job and another month of searching.

Buying LocalMore and more consumers are buying local in support of their communities. Because small businesses have to

compete with both giant companies and other small businesses, consumers often seek more than just a shopping trip,

but an experience (personal service) when buying locally. These consumers are often more educated, expect higher

levels of quality and craftsmanship from products and services they buy and also site sustainability and economic

prowess as a selling point for local businesses.

CONSUMER TRENDS10

SWOT ANALYSIS

Strengths Weaknesses

Authentic/TrendyVariety

Different Beers to Choose FromMemorable Experience

Locally Owned PartnershipsDowntown

Indoor/OutdoorGood Event Space

CateringFree tours

Higher PriceSmaller Target MarketDifferent HoursLimited Alcohol SelectionOne-Time-ThingVisibilityLack of FoodNo Brand Ambassadors

Opportunities Threats

Few CompetitorsWork with Competitors

Local Business PartnershipsGroup Events (Game day)

Growing Craft Beer InterestWine Barrels

Brewery CompetitorsCheap BarsHappy HoursFadLack of Advertising Compared to OthersBars that also serve food/snacks

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MARKETING DIRECTION

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COMMUNICATION

ObjectiveTo increase Creature Comforts preference in local

breweries by 40% in Graduate and Law students by

September 2015.

StrategyThe Campaign will target law and graduate students

who are seeking to become experts in their fields of

study. In their pursuits of expertise this campaign is

designed to enthrall those students through various

forms of engagement and awareness.

RationaleThe campaign will inform these students that not

all craft beer is created equally, challenging the

audience to choose more in their beer. Realizing

that the brewery exceeds all expectations, the target

will make Creature Comforts their go to spot.

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Sarah-Ann Hastings is a 25 year old in her final year in law school at UGA. She went

to undergrad at Georgia State and followed in her father’s footsteps when she came

to UGA to study law. Sarah-Ann works part time at a nearby law firm doing routine

office work. She remains extremely busy between studying and working at the firm.

She demands so much of herself and pushes herself so that she may be rewarded

later. Sarah-Ann works hard in everything she does when she gets the time her and

her best friend Kate like to take advantage of what Athens has to offer spending time

at different trendy restaurants and bars. Kate and Sarah-Ann usually find themselves

going solely to local eateries to drink and reward themselves because they struggle to

find a place with other students their age who share their values and passions.

Mark Holmes is coming out of undergrad and has decided to get his MBA degree. He

has decided that he should graduate from his old habits and really invest himself in

things that will further himself intellectually and professionally. For Mark, it isn’t good

enough to just have a bachelors degree. Mark wants to exceed expectations in hopes

of starting his own business one day. Even though Mark has matured his tastes, he still

has the sames desires for excitement and adventure. Mark loves to try new things and

seek out new experiences, always finding inspiration in the people he meets. Mark has

frequented a number of breweries in and around Athens with friends and has fallen in

love with the culture and the craft beer itself. Mark doesn’t just want to treat himself

with any craft beer, realizing that all craft is not created equally. Mark wants the most

for himself and wants the most from his beer.

TARGET PROFILES14

BRAND ESSENCE

Attributes

Source of

Authority and Support

What It Says About You

Personality

How It Makes You Feel

Local

Hand crafted

Convenience

Comfort

Creative Expression

Refreshing

Rewarding

Casual

Welcoming

ImaginitiveThought-provoking

Expressive

Eco-friendly

Organized

Social

Environment

Unique

Glass Souvenir

LivelyAtmosphere

Indulgent

Creative

SpiritedAccomplished

Curious

I rewardmyself

I deserve this

TrendyIndividualistic

Knowledgeable

I demandexcellence

ConsistentQuality

ExpandingProduct

Distribution

SettingPerformance

High forEmployees

PromiseEach glass is

masterfully crafted.

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BUSINESS & MARKETING RECOMMENDATIONS

Continue to build relationships with local businesses including Creature Comfort’s ideology that maintains

it’s own employees are family. Our target consumers like locality and the close knit experience.

Have a local band come play at the beginning of each month.

Make the glasses for creature comforts a statement. Make a new glass an incentive to go in as well. It will

be a limited time glass and encourage customers to come in and add to their collection.

Create an annual event for Creature Comforts ( anniversary of its opening). This may be some sort of huge

festival, event where other local businesses may come in and offer product sampling, etc. Make it a huge

event that people look forward to each year.

Send media kits inviting journalists from Beer Advocate magazine (among other trade magazines) that

include a t-shirt, a personalized Creature Comforts glass, and a case of Athena.

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“If we did all the things we are capable of, we would literally astound ourselves.”

THOMAS EDISON

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CREATIVE DIRECTION

& CAMPAIGN CONCEPT

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The Crafting The Masterpiece Campaign encompasses what Creature Comforts and current graduate students both

stand for. The ten month long campaign will incorporate what it truly means to master something. The campaign

will be delivered based on the promise that “each glass is crafted masterfully”, focusing on the ingredients that

make up Creature Comforts. Emphasis will be placed on the time, commitment, effort, processes, experimentation,

atmosphere, people, and everything else that makes a Creature Comforts craft complete.

The campaign will target law and graduate students who are seeking to become experts in their fields of study. In their

pursuit of expertise this campaign is designed to enthrall those students through various forms of engagement and

awareness. Using social media promotions, events, partnerships, product packaging, and in-store guerrilla marketing

students will be inspired to go to a brewery where they know their demands for expertise are met. The campaign will

tell these students that not all craft beer is created equally, challenging the audience to choose more in their beer.

Through numerous engagement opportunities this campaign will allow students to become a part of a number of

different “masterpieces” that also reflect upon the mastery of Creature Comforts.

CAMPAIGN CONCEPT 19

ClientCreature Comforts Brewing Company

Key FactCraft beer is trending.

ProblemGraduate and law students are demanding

excellence in all aspects of their lives, demanding

more from themselves and more from their beer.

ObjectiveTo increase Creature Comforts preference in local

breweries by 40% in Graduate and Law students by

September 2015.

TargetLaw and Graduate students ages 22-30. Fairly low

income level(>25K). These students live in and

around Athens, exploring all that the classic city has

to offer. They crave a feeling of purpose and self-

actualization in their lives. Their housing consists of

cheap apartments and home rentals. As consumers,

the residents in these segments score high for

outdoor sports, movies and music, fast food, and

inexpensive cars.

Insights“Upon starting grad school I have decided to set

the bar high in all aspects of my life. When I am

not studying, I hope to devote my time and tastes

to things that I know can improve upon myself and

my knowledge. I have developed an appreciation for

craft beer and seek a place where I know that my

affinity for craft is shared among others. I have the

greatest admiration for driven microbreweries, but

seek an Athens establishment where I know I am

truly indulging in the best of the best.”

PromiseEach glass is masterfully crafted.

SupportMature social setting, premium ingredients, perfectly

aged beer, creative brew masters

MandatoriesTagline: Crave curiosity.

Address: 271 W Hancock Ave. Athens, GA 30601

www.creaturecomfortsbeer.com

Drink responsibly

Don’t serve to minors (under 21)

CREATIVE BRIEF20

CREATIVE DIRECTION

The tone of the campaign will embody

that of sophistication as well as creative

exploration. By using the hues of the

four main beers available at the brewery,

the emphasis will be on the beer (the

masterpiece). From the rich red of

Reclaimed Rye to the intriguing yellow of

Athena these colors will promote both

the quest for mastery and the richness

of knowledge of much importance in the

targets’ lives. The mood for the campaign

is one of warmth, engagement, artistry,

and creative unity. Handwritten fonts will

be used in the copy, giving contrast and

personality to the creative but refined

personality of the campaign. Also a

number of different textures including

chalk, wood, and bricks will be used within

these ads. The tone of the campaign

is one of overarching unity, bringing

together a multitude of ingredients that

create a flawless craft beer.

MONTSERRAT FONTHairlineLightRegularBoldBlack

Open Sans FontLight

RegularSemibold

BoldExtrabold

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CORE CAMPAIGN PIECES

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PRINT PIECES 23

PRINT PIECES24

PRINT PIECES 25

VIRAL VIDEO

VisualCreature Comforts employee talking to the camera

Audio“We asked people what makes a Creature Comforts glass complete. Here’s what we heard.”

VisualMove shot to inside brewery where a customer is receiving a glass from the bartender.

Audio Example“The atmosphere!”(All audio subjective to what customers say.)

VisualMove shot to another customer sitting down and enjoying a glass with friends.

Audio Example“We love the people here! Everyone is friendly and excite about what they’re doing.”

VisualMove shot to consumer standing in the tour line.

Audio Example“This stiff right here!” (Holds up his beer.)

VisualFive to ten second shots that ask other in the brewery the same question in a different setting.

Audio“All audio subjective to answers.”

VisualCombination of pulled words from customers’ answers highlighting what makes a Creature Comforts beer complete.

Audio“We believe the perfect craft beer demands a variety of ingredients.”

VisualShow all words/phrases used by customers and portrayed in previous shot flowing into a Creature Comforts glass.

Text#CraftTheMasterpiece(The glass filled with words.)

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9 10

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IMC PIECES

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This in store engagement activity will allow for customers to add their own piece of mastery within Creature Comforts.

The chalkboard will allow for customers to answer the question, “What’s your ingredient to success?” The numerous

thoughts, handwritings, and doodles represented on the board will come together to create a masterpiece, paralleling

to the multitude of ingredients that come together to make Creature Comfort’s the true master of craft.

WHAT’S YOUR INGREDIENT?28

The hashtag campaign, #CraftTheMasterpiece, will be used as a social media tactic to engage our target audience

on all popular social media platforms, including Facebook, Twitter and Instagram. The goal is to have customers and

the surrounding community follow Creature Comforts on all forms of social media and post their photo with their

Creature Comforts glass and the hashtag. The unique photos from every customer will be collected and compiled

to form an in-store mosaic of a beer glass. This mosaic will be the end Masterpiece displayed on a wall in Creature

Comforts so people can come into the brewery and see their photo on the wall allowing their own personal touch to

Creature Comforts. This campaign will drive consumers to our social media pages and also bring them into the store

to see the end product.

#CRAFTTHEMASTERPIECE 29

PRODUCT PACKAGING

The word on Creature Comforts glasses will rotate on a weekly basis so consumers collecting the glasses

will be able to craft their own phrases with the glasses.

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GUERRILLA/VIRAL

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THEMED TRIVIA NIGHT32

Creature Comforts hosts a trivia

night geared towards a different

audience each week. Themes can

include general Creature Comforts

knowledge, UGA night, local

business night, etc. Participants

have the opportunity to win a free

promotional/collectible Creature

Comforts glass or a free meal

(maybe with purchase) to partnered

restaurants.

FUTURE RECOMMENDATIONS

Craft the Masterpiece campaign can

be continued with other promotional

ideas, including featuring the hashtag

on different trivia night, industry nights

flyers and social media outlets.

The chalkboard could be let up year

round asking users new questions or

asking users to participate in different

contests that involved using the board

and engaging customers in store.

Development of an app later on that

could keep users updated with events

and store hours and feature different

interactive elements to keep users

reminded to visit CC.

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TEAM

Avery SechrestAccount Executive

Chanel MullgravCopywriter

Brian LeeArt Director

Catherine SatcherAccount Planner

Eliza ParisMedia Planner

L A D I E S & T H E G E N T- A G E N C Y -

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