Espresso: THE Easiest Way To Build a Creative Culture... "Separate the gold from the lead"

HUNGRY.

In this conversation with the founders of LoCal Beer, fostering a creative culture and the process of distinguishing strong ideas from weaker ones.

1. Creativity Doesn’t Require a Huge Budget – The discussion emphasized that disruptive ideas don’t always need big budgets. Using parody and playful marketing can create impactful branding moments.
2. The "Golden Mead" Campaign for Camden Town Brewery – A spontaneous idea born from reading a news headline led to a limited-edition honey mead beer celebrating footballer Beth Mead’s success during the Women’s Euros. The concept was quickly approved and went from idea to launch in just three weeks.
3. The Stella Artois Unfiltered "Naked Pub Signs" Activation – To extend the brand’s “Oh Natural” campaign, the team created nude versions of traditional British pub signs. This idea took a year to develop but resulted in a unique, well-received activation.
4. Creative Sales Tactics for Retail Partnerships – To get a meeting with Co-op buyers, the team made a Spotify playlist where each song spelled out a pitch. Later, they sent a sample box with an inflatable balloon that popped out with a message from their mascot.
5. The Fine Line in Outreach to Retail Buyers – The founders discussed the challenge of standing out without being overly persistent. While creative approaches like playlists and gifts worked, overly aggressive tactics—such as showing up unannounced—led to negative reactions from retailers.

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