The campaign for Oskar Blues’ SOB brand aims to differentiate itself within the crowded alcoholic drinks market by emphasizing authenticity and a distinct brand voice that challenges the uniformity of “big beer” advertising. The brand proposition centers on offering a genuine, unfiltered alternative to mainstream beer marketing, positioning SOB as a craft-driven, culturally rooted player that values real stories over clichéd industry language. Through the narrative format, the campaign communicates Oskar Blues’ commitment to authenticity by portraying a character (Farmer) who rejects scripted big beer jargon in favor of sharing an original, relatable story, thereby reinforcing the brand’s promise of sincerity and individuality.
Strategically, the campaign leverages insight into consumer fatigue with traditional beer advertising tropes, tapping into an audience seeking differentiation and a more personal connection with their beverage choices. By introducing humor and self-awareness—showing the character’s struggle with typical marketing speak and ultimately redirecting focus to a unique, heartfelt anecdote—the campaign appeals to craft beer enthusiasts and culturally savvy drinkers who value brand integrity. The creative angle subverts conventional alcohol ads, using a meta-narrative to expose industry clichés while simultaneously carving out space for SOB’s authentic voice. This positions the brand not just as a product but as a cultural statement against homogenized mass-market beer advertising, aiming to foster a community of engaged consumers aligned with Oskar Blues’ ethos.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign is best identified as FORMAT#12 Parody or Borrowed Format. The narrative centering on a “Farmer’s Second Attempt” and reference to “big beer” marketing speak that “didn’t resonate” clearly signals a spoof or send-up of familiar beer ad conventions. Rather than earnestly pitching the Beer, the Farmer grows distracted and humorously subverts the expected script, even trying to nominate a co-worker as spokesperson. The entire structure parodies formulaic industry ads, emphasizing the brand’s unique, authentic voice by lampooning the sameness of mainstream competitors’ communications.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Sierra Nevada Brewing Co. – Positioned as a pioneer in the craft beer movement, Sierra Nevada emphasizes sustainable brewing practices, high-quality ingredients, and bold, innovative flavors. They differentiate themselves through environmental stewardship and a strong commitment to craft authenticity, appealing to consumers seeking premium, responsibly made beer.
2. Stone Brewing – Stone Brewing capitalizes on its rebellious, unapologetically bold brand persona, offering intense hoppy flavors with strong emphasis on craft purity. Their positioning revolves around being independent and anti-corporate, attracting consumers who value craft beer with attitude and uncompromising quality.
3. New Belgium Brewing – Known for its employee-owned structure and environmental consciousness, New Belgium blends craft tradition with social responsibility. Their approachable, balanced beer lineup and focus on sustainability appeal to mindful consumers invested in community and the environment.
4. Lagunitas Brewing Company – Lagunitas positions itself as a playful, innovative craft brewery mixing distinctive, flavorful beers with a fun, irreverent tone. Their appeal lies in loyal consumer engagement through bold, hop-forward brews combined with a casual, accessible brand personality.
5. Dogfish Head Craft Brewery – Dogfish Head differentiates through experimental brews inspired by historical and global recipes, emphasizing creativity and craftsmanship. Their niche lies in adventurous drinkers seeking unique, unconventional beer experiences beyond mainstream craft offerings.
Q: What is Farmer's Second Attempt, Ally's Attempt, Farmer's First Attempt about?
A: Farmer's Second Attempt, Ally's Attempt, Farmer's First Attempt is a 2017 campaign created by Agency Squid for Oskar Blues, targeting the United States alcoholic drinks market with the launch of their SOB brand. The campaign centers on a character called Farmer, who is given a script filled with standard big beer marketing language to promote SOB’s Moscow Mule. Instead of following the formula, Farmer becomes distracted and shifts the narrative to a heartfelt story about a fellow employee, highlighting the brand’s commitment to authenticity and real connections. This approach sets SOB apart from mainstream competitors by foregrounding genuine storytelling over industry clichés.
Q: What creative device does Farmer's Second Attempt, Ally's Attempt, Farmer's First Attempt use?
A: Farmer's Second Attempt, Ally's Attempt, Farmer's First Attempt employs FORMAT#12 Parody or Borrowed Format, as classified by Clapboard’s 12-format taxonomy. The campaign lampoons the familiar conventions of big beer advertising by having its protagonist, Farmer, humorously subvert the expected script and reject formulaic marketing speak. Instead of promoting the product in a conventional manner, the narrative pivots to a more personal, unscripted story, using parody to critique and distance SOB from the homogenized messaging of mainstream beer brands. This creative approach underscores SOB’s distinctive, authentic voice within the category.
Q: What is the campaign proposition for Farmer's Second Attempt, Ally's Attempt, Farmer's First Attempt?
A: The campaign proposition for Farmer's Second Attempt, Ally's Attempt, Farmer's First Attempt is to position SOB as a craft-driven, culturally rooted alternative to the uniformity of mainstream beer advertising. Oskar Blues aims to reach consumers fatigued by generic industry messaging by emphasizing authenticity, individuality, and genuine storytelling. By featuring a character who rejects scripted big beer jargon in favor of a relatable, heartfelt narrative, the campaign signals SOB’s commitment to sincerity and real connections. This strategic stance appeals to craft beer enthusiasts and culturally savvy drinkers seeking a brand with integrity and a distinct voice in the crowded alcoholic drinks market.
Q: How does Farmer's Second Attempt, Ally's Attempt, Farmer's First Attempt rank in Clapboard's archive?
A: Farmer's Second Attempt, Ally's Attempt, Farmer's First Attempt holds a Clapboard Campaign Score of 54/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Oskar Blues's category?
A: In the craft beer category, Oskar Blues faces competition from Sierra Nevada Brewing Co., which is recognized for its pioneering role and focus on sustainability and quality; Stone Brewing, known for its rebellious, independent positioning and bold flavors; New Belgium Brewing, which blends craft tradition with employee ownership and environmental responsibility; Lagunitas Brewing Company, which stands out for its playful, accessible brand personality and hop-forward beers; and Dogfish Head Craft Brewery, which appeals to adventurous drinkers with its experimental, globally inspired brews. Each of these brands occupies a distinct niche, shaping the competitive landscape for Oskar Blues and its SOB brand.
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