Craft beer brewery New Belgium is based on the front range of the Rocky Mountains in Fort Collins, Colorado, and not, as some might think, in a small European country wedged between France, Germany and the Netherlands.
The makers of the popular Fat Tire beer, however, are connecting their products to the country and its rich brewing traditions by having an actual Belgian man promote the brand’s new Belgian White beer.
Working with its agency of record, Erich & Kallman, New Belgium recently launched the Belgian White with a campaign of six spots that will run across Facebook, Instagram, Snapchat and Hulu, and featuring the quirky admissions of a bearded “actual Belgian” stating why Belgian White is a better beer.
Since Fat Tire’s Belgian White is not brewed in Belgium but the United States, the campaign’s spokesperson, Flemish actor Karel Deruwe, gives his endorsement, armed with his Belgian accent and witty punchlines. Deruwe delivers six performances that highlight the quality and freshness of ingredients used in Fat Tire Belgian White.