Just a small sampling of the marketing projects I worked on while at Pyramid Breweries

1. Sampling of Shaun Madsen’s marketing projects at Pyramid Breweries

2. Pyramid Distribution

3. New Product Development and Packaging Re-Designs

4. Costco Brewers Box

5. Imperial Hefeweizen

6. Package Redesigns 2004 - 2007 2007-2009 2009 - Present Redesign extended to bottle labels, 12packs, tap handles, mother cartons, and all POS

7. New Brand PositioningIntroducing lifestyle components and key elements Fall 2008

12. Curve Ball - 2009 Summer 2009 Variety Pack

13. New Spring 2009 Seasonal

14. Crystal Wheat Distributor/Retailer Sell Sheet Crystal Wheat Ale is first introduced to the market in April ‘08

15. Curve Ball Seasonal Campaign Online creative On-premise poster and table tent insert New packaging and new Blonde Ale liquid

16. New Brewers Box Grocery Brewers Box Distributor/Retailer Sell Sheet Costco/Sam’s Club Brewers Box

17. Limited Edition Packaging Grocery Costco

18. Grocery Promotions

19. Hef Summer Golf Getaway In Store Promotional Elements

20. Hef Summer Golf

21. Cooking With Beer ’08 Retail Promotional Program 6 Pack Bottle Necker Case Card POS Front side with value offer either on food item or Pyramid product Back Side with dinner recipe incorporating Pyramid beer (s)

22. Fly, Fly Away Mariners Sweepstakes In Store Promotional Elements

24. Safeway Affinity Programs Case Cards Coupons

25. Seasonal Campaigns

26. Curve Ball POS

27. Broken Rake

28. Snow Cap Seasonal POS

29. Strategic Partnership Development

30. Applebee’s Custom POS Sampling of national account custom seasonal on-premise creative

31. Seattle Mariners Partnership Press Release

32. Custom Mariner/Hefeweizen POS On Package Sticker Distributor/Retailer Templates Double Sided Coaster Alehouse Signage Grocery Base Wrap for Displays

33. C-Store Promotion

34. 7-11 Big Bite Promo – Summer ‘08 Worked with 7-11 to create store Ringing Instructions

35. Rite Aid California Promo

36. Advertising

37. 2008 Spring/Summer Advertising Campaign Radio Television Northwest Sports Tonight Spring/Summer Sponsorship (KING 5, KONG 6/16 & NWCN 2) Click on Folder icon to Play

38. Worked with Advertising Agency on Pre-Production Commercial Sketch

39. Online Creative

40. KING 5 News Sports Seattle Times Homepage Sponsorship Seattle Times Sports Sponsorship

41. Competitive Marketing Strategy

42. Blue Moon Defense Blue Moon Brewery, owned by Miller-Coors, has had tremendous growth within the craft beer industry. The brand has hit the Pyramid Hefeweizen brand quite hard as they both compete in the wheat category, both are garnished with fruit and thus compete for the same customer. Through our research we found that most people had no idea that Blue Moon was indeed brewed by a major domestic brewer. Furthermore, our research said that a majority of craft beer drinkers purchase the product because of it’s authenticity and legitimacy to being independent. The goal was to execute an integrated guerilla marketing communication campaign to select competitive markets to shed light on the fact that Blue Moon was not a true craft brewer and instead owned by “the big guy”.

48. Market and Consumer Research

49. Consumer Research Who is the Pyramid Hef consumer…?{Research done in Los Angeles and Dallas in April ‘07} Drinking with my better half Like the outdoors Enjoying with a group of friends Being outdoors: Hiking, camping and sailing Laidback and Cool Approachable Watching a game with friends Underlying sense of sophistication and wisdom

50. 25-35 Mature Active social life Casual / Relaxed Cooking Traveling Experimenting Into savoring and enjoying different flavors Regular game nights Sophisticated but not taking oneself too seriously Meet the Hefe Target “As you grow older, you appreciate the finer things in life. You appreciate the taste and quality…kind of like wine. You are looking for more sophisticated experiences in life.” “I’ve become a big wine fan, salsa fan and recipe and cooking fan. I’m finding that becoming a connoisseur of good beer has made me a connoisseur of other things.”

51. Misc.

52. Grocery Shelf Talkers

53. Distributor Truck Campaign

54. Permanent POS

55. Brand Story

56. Beer Education Map

57. New Website

58. Pyramid Distributor Website Project Manager for developing new trade website (www.marketing.pyramidbrew.com) that allows sales reps, distributors, and partners to access Pyramid logos, images, sell sheets, packaging design files and logo/brand guidelines.