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Pyramid fields new outdoor ad campaign.

Pyramid Breweries has released a new "Choice is Good" outdoor campaign for its Pyramid brand, with boards and fleet media being posted in the Seattle and Sacramento markets. The campaign is the first for Pyramid in three years, and was developed with DNA Brand Mechanics, a Seattle based advertising agency.

"This outdoor campaign is a part of an overall effort to strengthen the Pyramid brand," said Amy Hoins, Director of Marketing for Pyramid Breweries. "We conducted extensive research on the specialty beer category, the consumer, and our brand to arrive at what we believe is a clear and compelling positioning for Pyramid Ales and Lagers. Our new positioning will be reflected in all of our consumer communication efforts, including P.O.S., packaging, and our website, as well as in our Alehouses."

Dan Gross, co-founder and creative director for agency DNA, said that the "Choice is Good" theme is a natural for Pyramid. "People who appreciate good beer usually choose from a variety of styles," said Gross. "Pyramid has always had a variety of styles in their packaged beer portfolio, and with over ten different styles on tap in their Alehouses, it seemed perfect."

Martin Kelly, President and CEO of Pyramid Breweries added, "With very favorable consumer demographics for the beer industry over the next decade, we feel that the most successful craft brewers will be those that continue to produce high quality brews, and also deliver on a strong consumer brand proposition. We will be watching the results of our media spending in Seattle and Sacramento with great interest, and if our efforts are successful, we may expand our communication initiative to other markets in the Western United States."

Pyramid recently reported a 5% increase in net sales for the third quarter, the eighth consecutive quarter of sales growth for the company.
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Title Annotation:Pyramid Breweries Inc
Publication:Modern Brewery Age
Article Type:Brief Article
Geographic Code:1USA
Date:Jan 29, 2001
Previous Article:Samuel Smith's Organic Ale.
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