Throw Back a Boneshaker Beer and Throw Out Slogans for Throwback Thursday

The last thing the world needs is another awful Throwback Thursday selfie. The next last thing the world needs is a beer commercial with a ridiculously good looking blonde babe slow-pouring beer for her group of equally good looking friends with an “I don’t always advertise beer, but when I do, I use slogans” slogan as a chaser. Or maybe, more slogans are just what it takes to sell more beer? The creatives at Amsterdam Brewing Co. and Canada’s Bensimon Byrne seem to think so: the more the beerier, or something like that.

The 30-second Boneshaker Beer ad was running in major Canadian cities and all of Ontario, but the punchline-drunk campaign wasn’t limited just to TV. The Toronto-based ad agency built a social media strategy to promote sales and take advantage of user-generated content across popular social media platforms. Canadian beer drinkers were encouraged to snap pics of a word or slogan, be it a street name, street art, graffiti, or sign and post them to Instagram using the hashtag #boneshaker.

Bensimon Byrne’s Executive Creative Director Bonnici also wanted to boost social engagement using the Amsterdam Brewing Co. Facebook Page for a Facebook contest. Fans were coaxed to create their own “Endless Slogan” slogan for a chance to win a year’s worth of free Boneshaker Beer. “Bone” as a euphemism for sex seemed to be the fan favorite—make no bones about it. All of this seems fitting for a company whose mascot is a skeleton on a bicycle, or is it a beer beercycle? (The pun-heavy “Endless Slogans” ad would have us opt for the latter.)

The people at Bensimon Byrne must have had a blast creating these endless taglines, and they promised to use all of them in the campaign at some point because: one slogan doesn’t do it justice.