Ohio-based Garage Beer, co-owned by NFL stars Jason and Travis Kelce, has teamed up with US charcoal business Kingsford to create a campaign that brings together the biggest trends of the season. Jessica Mason reports.
Ohio-based Garage Beer, co-owned by NFL stars Jason and Travis Kelce, has teamed up with US charcoal business Kingsford to create a campaign that brings together the biggest trends of the season. Jessica Mason reports.
Ohio-based Garage Beer, co-owned by NFL stars Jason and Travis Kelce, has teamed up with US charcoal business Kingsford to create a campaign that brings together the biggest trends of the season. Jessica Mason reports.
The Halloween-inspired initiative, named Terrors of the Tailgate, is set to turn traditions of the season into collectible monsters via limited time only (LTO) trading cards as a means of boosting sales of both beer and barbecue briquettes.
Using what the businesses have termed as “over the top sports marketing and monster collectibles of the ’90s” the campaign essentially creates a world where tailgate parties are haunted, where American “football fans become monsters and every game day introduces a new legend”.
Ringing in the biggest trends
Speaking to the drinks business about the atmosphere that autumn brings in the US, Garage Beer founder and CEO Andy Sauer said: “The ’90s just had a different feel when it came to fall. You had football, trading cards, Halloween and all these little traditions that made the season feel bigger.”
Leading the lineup is Jason Kelce, the King of the Tailgate, the undisputed ruler of game day chaos. Kelce is joined by five “terrors” inspired by the characters found in parking lots across America.
These include: The Table Smasher; The Face Paint Fanatic; The Cooler Raider; The Parking Lot Prophet; Kingsford’s The Flamekeeper, who controls the meat, controls the fire and controls the vibe.
Tapping into nostalgia and fun times
Sauer told db that “with Terrors of the Tailgate, we wanted to tap into that nostalgia and have some fun with the characters and rituals that make football season so much fun”.
Last year, Garage Beer achieved a valuation exceeding US$200 million following major investments and rapid national expansion which has seen it grow to become available in all 50 US states.
Garage Beer fans can purchase the packs of collectible cards for US$5.99 via the Garage Beer webshop.
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