Sechs sells on our nation's byways - Weekly Specialty & Import Beer Report - Walton Sechs Beer Company chooses outdoor advertising to market - Brief Article - Illustration

Modern Brewery Age, Feb 16, 2004

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Caption: When the Walton Sechs Beer Co. of Grand Rapids, MI, decided to launch Sechs Light beer in its home state, the principals decided to support it with billboard ads from Adams Outdoor Advertising. The result has been one of the most talked about outdoor campaigns since Burma Shave. "We chose to do outdoor advertising exclusively for the launch of our product in Michigan," said Michael Lipscomb, president and CEO of Walton Scabs. "We have always believed that if done properly, outdoor advertising could be a very effective way to create awareness for a new brand such as Sechs Light, We took notice of a campaign that Adams Outdoor Advertising designed called Outhouse Springs Water. This product awareness campaign was wildly successful, and for obvious reasons we wanted to do something similar with Sechs Light. " Mr. Lipscomb says that the new beer which is contract brewed at City Brewing Co. in LaCrosse, WI, is positioned between domestic and imported light beers, "We wanted to be a trade-up in image, price, and flavor from premium domes. tic lights, but not as expensive as import lights, " he said. And the name? According to Mr. Lipscomb, there were several reasons. "In addition to its phonetic qualities." he said, "it's the German word for six, and we even like the aesthetic qualities of how the word Sechs looks. Simply put, we felt it was a relevant name with a lot of marketing potential.