In 1996, New Belgium Brewery hired Geg Owsley as marketing director that developed a contest called "What's Your Folly?" to invite consumers to pitch their Beerdream (an adventure enhanced by New Belgium Brewery beers) to win immortal fame on a New Belgium Brewery mailable postcard or coaster Ferrell & Hartline, 2014, p. 362). The New Belgium Brewery team reacted positively to the presentation of the ad campaign with the exception of the suggested tagline "Follow Your Folly...Ours is Beer." The word folly can best be defined as the lack of good sense/judgment or foolishness. My definition of folly means laughter, and being joyful. A lot of people suggested that folly had too negative a connotation or undermined the science and technology
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364). With the creative team suggesting that a word like folly had fallen so far from the vernacular that it was ripe for reinterpretation and a fresh new definition, the creative team won out and "Follow Your Folly" became the campaign's tagline (Ferrell & Hartline 2014, p. 364). The theory was that television would reach those faraway outposts where Ranger sales staff penetration was difficult and not cost-effective. In mature markets, the personal touch would be redoubled (Ferrell & Hartline 2014, p. 365). After reading about the New Belgium Brewery, I feel that after the company's struggle with this decision, the advertising campaign can focus on its core values of customer intimacy, sustainability, whimsy, and fun. As New Belgium's distribution continues to expand, to make its branding and messaging resonate with consumers in different parts of the country, the company can continue to use television to reach those far away and staff penetration for those in close proximity. Even as New Belgium Brewery decided to speak to a wider audience through television, the roots-style marketing that launched the company could not be abandoned (Ferrell & Hartline 2014, p.
364). With the creative team suggesting that a word like folly had fallen so far from the vernacular that it was ripe for reinterpretation and a fresh new definition, the creative team won out and "Follow Your Folly" became the campaign's tagline (Ferrell & Hartline 2014, p. 364). The theory was that television would reach those faraway outposts where Ranger sales staff penetration was difficult and not cost-effective. In mature markets, the personal touch would be redoubled (Ferrell & Hartline 2014, p. 365). After reading about the New Belgium Brewery, I feel that after the company's struggle with this decision, the advertising campaign can focus on its core values of customer intimacy, sustainability, whimsy, and fun. As New Belgium's distribution continues to expand, to make its branding and messaging resonate with consumers in different parts of the country, the company can continue to use television to reach those far away and staff penetration for those in close proximity. Even as New Belgium Brewery decided to speak to a wider audience through television, the roots-style marketing that launched the company could not be abandoned (Ferrell & Hartline 2014, p.