Blue Point Brewing Company is launching a redesign of its flagship Toasted Lager brew, as well as a national advertising campaign in which the brewery’s hometown of Patchogue takes center stage.
Blue Point released a 30-second ad spot to the public Thursday.
The ad, created by VSA Partners, serves as a guided tour of Patchogue by a local “whose pride in commonplace details is matched only by his earnestness in presenting them,” according to the brewery.
“Nothing in town—from a phone booth to a t-shirt printing shop to the local water tower—is too mundane to celebrate, further reiterating how these charming idiosyncrasies are what ‘make Patchogue great.'”
Founded in 1998 by Mark Burford and Pete Cotter, Blue Point and its portfolio of more than 40 craft beers was purchased by the international beer giant Anheuser-Busch InBev in early 2014.
(Also click that link for a glimpse of the old Toasted Lager design.)
This is the first redesign of Toasted Lager since the company was founded 18 yeas ago, and there are plans to update packaging across Blue Point’s entire lineup of beers in the future.
The redesign incorporates an updated version of the navigational buoy of the original Blue Point logo.
In developing the advertising campaign, Bob Winter, a partner and the executive creative director at VSA, said the creative teams spent plenty of time in the popular brewery on River Avenue.
“It quickly became clear that, not only is Blue Point’s beer great, but the town of Patchogue itself is a big part of the brewery’s character,” he said.
“The tasting room there is like a surrogate town square where everyone gathers to talk and relax.”
“It is really important that our first major creative effort reflects the brewery’s roots and attitude,” said Todd Ahsmann, Blue Point’s president. “We’re proud of our Long Island roots where we take our beer seriously.
“We just don’t take ourselves too seriously.”
Along with a series of 15-second ads, the 30-second ad started running on digital media outlets where Blue Point is available.
The campaign will also feature transient ads on the LIRR.