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New Belgium Brewing Company: Ad Campaign Analysis

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After New Belgium Brewing Company went through the “cultural branding” process, they began the process of developing an ad campaign. NBB was very much aware of the major beer brewers, which were termed as “Big Three” and included: Anheuser-Bush, Coors, and Miller, and the power of television advertising (Ferrell & Hartline, 2014). New Belgium Brewing company knew they have to market their line of beers as being a unique product that would capture the characteristics of their consumers' lifestyles. All NBB associates were also allowed to participate in the branding process. During this process, there were a couple of ideas for an ad campaign brought to life, such as, “Tinkerer,” which gives a vision of someone who goes back to the basics, as

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