Big Beer is spending serious money on Super Bowl ads. But Dogfish Head Craft Brewery is taking possibly the world’s cheapest route.
Here’s the deal…
On January 24th, Dogfish Head stunned media experts by announcing that the Milton, Del-based craft brewery would be sprinting into next month’s Big Game with one of the year’s smallest ad buys.
With some advertisers reportedly spending up to $7 million for a 30-second commercial during the Big Game this year, Dogfish Head, which bills itself as an “off-centered brewery,” will be spending 1,000 times less.
Airing exclusively in the Delmarva, (Delaware, Maryland, Virginia – Market #137), the region Dogfish Head calls home, the brewery’s 30-second spot will cost just $7,000 to air.
And instead of highlighting professional football, Dogfish Head’s first ever Big Game commercial stars founder Sam Calagione and Tudor Games’ iconic Electric Football game which becomes part of the brewing process.
By rigging an Electric Football game over a brew kettle, Calagione was able to cascade hops into his beers at a consistent rate to create Dogfish Head’s lineup of IPAs that are our continuously hopped. To honor this invention’s impact on the craft brewing community, Dogfish Head’s original continual hopping mechanism now sits in the permanent collections of the Smithsonian Museum.
“Throughout our 27+ years in business, our only game plan has been venturing off the beaten path, and this commercial, as well as our partnership with Tudor are perfect examples of that overarching passion for off-centered exploration,” said Calagione. “From one of the smallest craft breweries in America to one of the smallest Big Game commercial spends, we felt it only fitting to air our spot featuring a tiny football game exclusively in our slight but mighty backyard, coastal Delaware.”
To complement the brewery’s big game spot and sponsorship of the Electric Football World Championships, Dogfish Head will launch a custom beer-themed edition of Tudor Games’ Electric Football game later this month at the brewery’s online shop.
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(All image credits: Dogfish Head Craft Brewery)