As part of the Oktoberfest tradition, people gather with friends, building nice memories over a refreshing pint of beer and a bowl of salty pretzels — the unofficial snack of the season. But, because of the uncertain situation caused by the pandemic, there is the possibility for the in-person celebrations to be put on hold this year — with Germany’s festival being canceled for the second time in a row. However, consumers can still immerse themselves in the Oktoberfest experience thanks to Snyder’s of Hanover and its crazy idea to brew a beer that is “guaranteed to make you want to celebrate Oktoberfest from wherever you are,” says Rachel Sasser, Director of Marketing, Pretzels, Nuts and Popcorn, Campbell Snacks.
Beer and pretzels go hand in hand and the festival provides the perfect playground for these two to meet and pamper our taste buds. And this year, consumers can quench their thirst for both the snack and the ale simultaneously by cracking open a SnyderBier — the brainchild of the pretzel brand and Captain Lawrence Brewing Company.
“Our team at Captain Lawrence loves the challenge of pushing the boundaries to create new and exciting flavors our fans will love, so when Snyder’s of Hanover® reached out to take our partnership a step further, we said game on,” comments Scott Vaccaro, Captain Lawrence Founder and Brewmaster.
Coming in two flavors, the limited-edition ales are made by combining the iconic flavor of the pretzels with the brewery’s craft beers. The collection is surrounded by a campaign developed by VMLY&R and Zeno, making sure that the vibrant packaging accompanying the pretzel-infused beers visually communicates the Oktoberfest atmosphere.
“This past year has turned all of our celebrations upside down. Since large scale in-person Oktoberfest parties may be difficult, SnyderBier gives everyone a new way to experience this festivity by turning the most iconic combination, beer and pretzels, on its head,” explains Wayne Best, Chief Creative Officer, VMLY&R New York.
The campaign is aimed at amplifying the brand during the festivities and also at strengthening the SOH category for the pretzel brand. Supported by creative materials, the initiative also includes social elements that will span engagement across social media platforms. Via the #ProstWithPretzels social campaign, Snyder’s of Hanover empowers users to “raise a prost to what matters most!”
This isn’t the first time when Snyder’s of Hanover and Captain Lawrence Brewing Company celebrate the special bond that pretzels have with beer. Last year, the two marked the Oktoberfest season with the Snyder’s Pretzel Keg, a five-liter mini keg filled with Märzen lager, topped with a container of Pretzel Rods.
So, which of the two pretzel-infused beers will be your weapon of choice in helping you bring the spirit of the festival into your house? Are you ready to be carried to the Biergarten tents in Munich with the Märzen flavor, a classic Oktoberfest brew, or will you choose Frücht, a passionfruit and guava ale that puts a twist on Oktoberfest brews? Only 8,000 units of SnyderBier are produced and can be purchased either online or at select retail locations.
Client: Snyder’s of Hanover
Brewing Partner: Captain Lawrence Brewing Co.
Global Chief Creative Officer: Debbi Vandeven
CEO, NYC and Chief Creative Officer, North America: Jason Xenopoulos
Chief Creative Officer: Wayne Best
Group Creative Director: Gabriel Jardim
Group Creative Director: Guto Monteiro
Creative Director: Cody Tidmore
Associate Creative Director: Guilherme Possobon
Senior Art Director: Kylie Vandeven
Associate Art Director: Freija Edlund
Associate Copywriter: Amanda Wennberg
Executive Director: David Pomfret
Managing Director: Becky Ginsberg
Director: Susan Min
Senior Account Manager: Angel Delgado
Managing Director, Strategy & Insights: Miriam Raisner
Senior Strategist: Megan Cullen
Connections Supervisor: Stephanie Granowicz
Program Manager: Fernando Martinez
Senior Producer: Christine Howley
Senior Producer: Bobby Marsden
Business Affairs Manager: Janet Muentes