JUNE 2023 | BRAY & CO AND BROOKLYN BREWERY ACHIEVE 21% AWARENESS LIFT WITH “WE STILL WON’T STICK TO BEER”

A Bold Stand for Solidarity in a Sea of Tokenism

Brooklyn, NY — Jun 14, 2023 — If you truly believe in something, you have to be prepared for that commitment to cost you something. Which is why we are so proud to showcase our work with Brooklyn Brewery with a campaign that redefines what authentic allyship looks like in the modern age.

By choosing a path of uncompromising solidarity, Bray & Co helped the brand rise above the temporary "rainbow-washing" that’s oh so typical of Pride Month. Since our partnership began, Brooklyn Brewery has seen a staggering 21% increase in unprompted brand awareness, proving the strength of taking a bold point of view.

Hacking the Algorithm for Real-World Impact

The spirits and craft beer industries are often crowded with safer, all-inclusive messaging, but we chose a different route to achieve competitive differentiation. Our creative approach was to hack Instagram’s algorithm to target red states with an explicit message of LGBTQ+ solidarity.

The creative didn't just suggest support; it declared that if you aren't an advocate for the community, then you shouldn't drink Brooklyn Brewery beer. The underlying message is unambiguous: this brewery's values aren't just for show.

From Social Awareness to "Found Family"

To inspire a deeper connection with the audience, we leaned into a strategy that prioritized meaningful impact over short-term sales metrics. The response was the most profound we have ever seen, resulting in a wave of impactful, unsolicited messages from people who finally felt seen by a major brand. 

This daring initiative eventually served as the creative spark that inspired their "Found Family" campaign, further cementing Brooklyn Brewery’s niche as a brand with a soul and a steadfast commitment to its community.

The Power of an Uncompromising Brand POV

Helping a brand carve out a unique POV is what we do best at Bray & Co. By delivering simple and brave creative that was prepared to lose customers in order to cement its integrity, we actually strengthened the brand's position in the industry as a whole. 

We proved that when a company is willing to stand for something, the market doesn't just notice; it rewards that sincerity with long-term loyalty and record-breaking awareness.