Cascade gets a Makeover
By Andrew Starke
Cascade Brewery has today (Nov 1) launched a new campaign and packaging for its craft and premium range that will include new labels and logo and reflect the history and credentials of Australia’s oldest operating brewery.
The national campaign will encompass print, out of home, cinema and TV (Victoria and Tasmania only from November 14), and is the first from creative agency Droga5 since they commenced working with the brand in September 2009.
The print executions will feature an art deco design and will highlight Cascade’s traditional and hands-on approach to brewing and its experienced brewing team.
Taglines include ‘We don’t just have a pressure gauge, we have Geoff’ and ‘It starts in our hands and ends in yours’, while the TVC, shot entirely in Tasmania, will feature the iconic brewery located in Hobart, as well as the picturesque hop fields at Bushy Park Estates in the Derwent Valley.
“With this campaign we wanted to go back to our roots and really highlight the experience, tradition and craftsmanship behind the Cascade brews,” said CUB marketing director, Peter Sinclair of the new campaign.
“The passion that our brewers have for what they do is what sets Cascade apart and the Tasmanian heritage of the brand is one of our greatest assets.”
New packaging for the Cascade craft and premium range is consistent with the advertising campaign and will feature an art deco look that highlights the Cascade Brewery.
The change aims to remind consumers about the rich history of the brand which dates back to 1824 when it was founded by Peter Degraves.
Along with the new packaging will be a new name for Cascade Green which will now be known as Cascade Pure to reflect not only the environmental credentials of the 100 per cent carbon neutral beer, but also the quality of the local Tasmanian ingredients used in the brew.
Droga5 has also created a new Cascade Brewery website which will have a series of ‘dials’ on the navigation pane allowing users to ‘brew their own site’ by dialing up the features that most interest them.