WEB COPY / Wild Rose Brewery "Our story"
Wild Rose Brewery is a Calgary-based craft brewing company selected as one of Canada’s top small and medium employers (2016). Their brand trades on the image of Alberta as the wild western frontier. With this spec ad, I wrote copy to accomplish two goals: highlighting the "wild history" character associated with the brand; appealing to an ironic young urban customer persona.
SPEC webpage copy by WordSmart
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We struck beer...
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And you can't buy it in Paris.
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In 1754, the Hudson’s Bay Company came to Alberta, hunting for beaver pelts. Turns out there were more bison way back then. The railway arrived, and wheat, and some guy named Hunter struck oil in Leduc.
And then, in 1996, those frontier settlers struck beer when Wild Rose Brewing called out boring beer for a showdown. Needless to say, wild beat boring. It always does out here.
Today, our beer still isn’t tame. You can’t get it in places like Paris and what-not. It’d probably scare them folks, anyways. ‘Cause even though our brewery is big and modern as anything they got in them cities, we craft brew our beer in small batches, loaded up with natural ingredients and the wild spirit of the Alberta frontier.
Too bad, rest of the world: we’re keeping it in Alberta.
But if you make it out here to the frontier, and you think you’re a mite wild, hunt down a pint. We know you’re gonna like it.
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The history of Wild Rose so far or why the world can't have our beer.
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Did you know Alberta has a motto? It’s “Strong and Free.”
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Now that is a bold motto worth toasting.
That’s the spirit we’ve been instilling into Wild Rose since 1996, when we launched our brewery to free ourselves from the tyranny of boring beer.
We make delicious beer in small batches, craft brewed with natural ingredients and the spirit that makes Alberta wild, strong and free.
Problem is, there isn’t enough to go around. Very popular stuff.
Even with the larger brewery, we’re guarding the supply, so you can only get it in Alberta (too bad rest of the world).
So if you have a wild side that needs to be satisfied, an independent spirit that thirsts for something different - and you’re in Alberta - then it’s time you explored the wild frontier of beer
source: Our Story, Wild Rose Brewery