Firestone Walker today rolled out its 2024 ad campaign for 805 Beer, highlighting its cast of more than 30 “Authenticos”—the team of athletes, artists, shapers, and creators who embody the mindset of 805 and the culture of California’s Central Coast. Watch the debut spot.
The campaign—titled “This is 805 Beer”—will come to life across media throughout 2024 on platforms including Hulu and ESPN, as well as social platforms, broad out-of-home placements, and through strategic partnerships such as the World Surf League’s media network, which builds on 805 Beer’s partnership with the league as the official craft beer in North America. The campaign belongs to a larger holistic brand effort, which is the largest in the brewer’s history, spanning immersive culture marketing, strategic partnerships, trade programming, and the brand’s continued commitment to world-class storytelling through 805 Films and content that will deliver more than a billion consumer impressions.
The debut ad spot begins with a cinematic look at life in the 805 narrated by California-based singer and songwriter Jake Smith (a.k.a. The White Buffalo), whose signature baritone and raw, genre-blending music speaks to the ethos of 805 Beer and its Authenticos. 805 Authenticos featured in the spot include X Games gold medalists and professional free riders Tyler Bereman and Vicki Golden; professional surfers Conner Coffin and Nater Tyler; pro skater Greyson Fletcher; world champion bull rider Stetson Lawrence; ski and snowboarders Ryan McElmon and Gabe Taylor; professional mountain biker Ryan “R-Dog” Howard; and musician Frank Zummo of Sum 41.
Other ad spots throughout the year will feature standouts from 805 Authentico roster including an International Women’s Day campaign highlighting top-ranked MMA fighter Tabatha Ricci and Babes Ride Out founders Anya Violet and Ashmore Ellis, as well as professional trail rider Gillian Larson. Hispanic and Latin spots will highlight former Olympic and professional boxer Karlos Balderas and Cumbia Punk band Tropa Magica, and professionally Harley Davidson bagger racer Frankie Garcia.
“The story of 805 Beer is told through the vast lens of our customers who echo our passion for life, fueled by a constant pursuit of the path less traveled. We are artists, shapers, and thrill-seekers with dust on our faces, dirt under our nails, and scars that remind us of the awe-inspiring moments that shape us,” said Chief Marketing Officer Dustin Hinz. ”Our wholesale and retail partners count on us to drive demand and create affinity for 805 through world-class tools that work in tandem with unique and powerful storytelling. Our unwavering commitment to authenticity shines through in how we choose to activate within each vertical and create an immersive world for our drinkers that is true to who we are in the 805.”
Firestone Walker’s plans for 805 Beer in 2024 also include expansive experiential marketing efforts, which aim to sample more than a half million cans of 805 Blonde Ale and 805 Cerveza as well as other top Firestone Walker brands at hundreds of events and partnerships such as Red Bull Day in the Dirt, Babes Ride Out, Born Free, WSL’s tour events including the U.S. Open of Surfing and Pipeline, music festivals, and a roster of other cultural events in the brewer’s top markets. 805 Beer also plans to drop Volume 02 of their magazine “Properly Chill” featuring the roster of athletes, partnerships, and stories from the 805.
Additionally, significant trade efforts include updating a majority of the 12,000 805 Blonde Ale handles currently in the market alongside the expansion priority of 805 Cerveza in the on-premise, as well as the brewery’s increased support of retail marketing efforts and compelling creative materials that bring the 805 Beer campaigns to life in the trade. Firestone Walker is also fine-tuning 805’s iconic packaging by moving 805 Cerveza to a clear bottle, away from the 805 Blonde Ale’s signature amber bottle to differentiate the two popular consumer styles of 805 Blonde Ale and 805 Cerveza Lager.
“805 Beer offers so much value and versatility to the retailer. We are sharing the story of how the work we are putting in today is driving category premiumization, energy, and excitement in store for consumers, and incremental volume,” said Chief Sales Officer Tony Amaral. “At the same time, there is a 14.5mm case opportunity in distribution gap closures alone. A tremendous amount of energy and investment will be spent closing those gaps as quickly as possible in both small format and on-premise.”
On the 805 Films front, Firestone Walker plans several key releases of emotive content work, including the Keith Malloy-directed film “Another Eight Seconds,” the story of former professional bull rider Stetson Lawrence, who faced early retirement due to severe neck injury. A new content series with the World Surf League and professional surfer Conner Coffin will be announced later this month, along with projects with several other Authenticos including The White Buffalo.
“We are long on beer at Firestone Walker,” said Nick Firestone. “Beer has been with us for thousands of years, and it will be with us for thousands more. As modern-day brewers are increasingly enticed to jump into adjacent categories, we fundamentally believe that great beer and strong brands will endure. Storytelling is a key component of our strategy, and the work our team is doing in this regard is vital to keeping beer relevant for the next generation of drinkers.”
