New Belgium to spend “upward of $1 million” on Shift launch
Notable from that same Ad Age article I discussed earlier…
(New Belgium)’s also shifting resources into digital for the planned April 1 launch of a new beer, Shift, and broadening its focus beyond Facebook. Upward of $1 million is going into the launch, with 19% allocated to digital and social. That includes mobile ads and $10,000 to $15,000 in 10 different markets for a branded Pandora "Shift" station with a selection of music to play during and immediately after work.
via Advertising Age.
Breweries: New Belgium Brewing Co.
Beers: New Belgium Shift Pale Lager
