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.

Click to enlarge

“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.

Click to enlarge

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.

Click to enlarge
Click to enlarge


Client: Snyder’s of Hanover

Agency: VMLY&R; Jacqueline Cox and Nirmala Singh, Zeno

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