Ethel was a sham. A figment of an imaginative marketing campaign by DDB. AdWeek gets down to the bottom of this nearly instant viral campaign for New York “brewery.” The ads featured an 80 year old grandmother whose husband past away, and to honor him, brew the beer he never had a chance too. The campaign included the 80 year on in a thong, gratuitous octogenarian cleavage, even Ethel calling herself a “GILF.” I dare you to look that up if you don’t already know what that is.
Well guess what? She’s not real. The backstory, the grandson, the husband, even the beer. The campaign was built to show how DDB can shape and impact the market centered around the Cannes festival. DDB and Ethel certainly did have an impact:
Overall, the campaign racked up more than 2.9 million impressions, according to a spokesperson for the agency, with 2,765 people seeing content about Ethel that was not driven by ads, and 890,929 people seeing content that was driven by Facebook ads or sponsored stories, 419,227 people seeing posts by Ethel, and 8,264 people clicking on Ethel-related content.
There was beer. Well, kind of. The bottle that did exist were repackaged/labeled beer from French brewery Brasserie Duyck. In all seriousness though. That’s a pretty impressive ad blitz. Maybe we can take a lesson from “Ethel.” It’s never to late in life to do what you want. Live it up. [AdWeek]
Ethel’s Brew has made a real splash today. The new brewery with 88 year old Ethel might just be a marketing genius. Meet more of Ethel and the family.
Beer with Sugar
Pizza Boy Crush
Girl Can’t Tie Velcro Shoes
In one of the most interesting viral ads for a brewery to date, meet Ethel’s Brew. The brand is centered around Ethel, and 88 year old single lady in New York. She’s a widow now, as her husband Burt past away. Ethel is single and ready to mingle. The campaign is as funny as it’s disturbing. There’s a lot tight clothing, leopard prints, even a thong pic or two.
The beer isn’t available that we know of. Yet. By the looks of it, there are a few offerings prime and ready to go. Just like Ethel. She’s here to remind everyone – go out with a bang.
Time To Party!