Paulaner USA | 2013-2015

As a seasoned marketing professional with European experience, I was thrilled to collaborate with the USA team of Paulaner, a historic German brewery established in 1634.

The brand, known for its rich heritage and iconic monk logo, sought to strengthen its brand presence and voice, particularly in anticipation of the Oktoberfest season. This collaboration presented an exciting opportunity to leverage my diverse background and contribute to the brand's ongoing success.

Oktoberfest + Untapped | 2014

This strategic initiative included dedicated content production and targeted media placement, enabling us to establish a consistent day-to-day presence while executing impactful promotional campaigns aligned with the brand's annual marketing efforts. Notably, during Oktoberfest, we forged a pioneering partnership with Untapped, becoming the first German beer brand to offer a custom badge on their platform. This collaboration fostered deeper engagement with our audience and resonated with the spirit of the festive season. Prost!

Summer + Oktoberfest Biergarten Tour | 2014

Beyond leveraging emerging social media and paid media, we spearheaded a unique activation strategy: the Summer & Oktoberfest Biergarten Tour. Recognizing Paulaner's extensive distribution network across bars, tap-houses, lodges, and biergartens nationwide, we conceived a series of concert-inspired event posters promoting Paulaner-sponsored events throughout the summer and Oktoberfest season. This experiential approach fostered a sense of community and excitement, directly engaging audiences in their local communities.

Bavarian Oasis Sweepstakes | 2014

While recognizing that not everyone could attend Oktoberfest or their local biergarten, we strived to ensure our entire community felt included in the festivities. We launched engaging sweepstakes and contests, encouraging fans to share their favorite "Bavarian Oasis" - their personal haven for enjoying Paulaner. This social media campaign generated a wave of enthusiasm, with thousands of fans submitting photos showcasing their love for the brand in unique and personal settings.

Team

Nick Williams: Content & Social Media Manager, Diffraction Media

John Gilbert: Creative Director, LRXD

Sheena Belcher: Account Manager, Digital Fusion

Catherine Parenteau: Director of Marketing, Paulaner | HP USA

Sean O'Grady: Brand Manager, Paulaner USA, O'Hara's/Carlow Brewing & Fruli Brewery