Dive Brief:

• Garage Beer, a light beer co-owned by former NFL center Jason Kelce, launched a sprawling martial arts-inspired content marketing campaign with a humorous touch, according to a press release.
• “Brewmite” pays homage to the martial arts films of the 1980s and 1990s, complete with a secret competition and an underdog story. Campaign creative, including teasers, trailers, full-length content and behind the scenes features, will be released throughout April.
• Similar to some other celebrity-driven brands, Garage Beer’s marketing focus as it ramps up awareness is on building community via social media and with special offers. The martial arts content will be released on Garage Beer’s website, along with its Instagram and X accounts. Merchandise, such as stickers and embroidered jackets, is also available.

Dive Insight:

While light beer remains a popular choice for Americans, the marketplace has seen significant shakeup in recent years. After Bud Light saw its U.S. dominance slip, alternative brands have rushed to gain consumer interest. Garage Beer, a much smaller brand compared to massive competitors such as Coors Light, is leveraging its connection to the Kelces to make inroads. The brand is already the fastest growing beer in the U.S. and has been gradually expanding its footprint outside of the Midwest.

Despite being co-owned by athletes who made their names in the NFL, Garage Beer’s latest campaign puts martial arts, and not football, front and center. “Brewmite,” named for the competition at the center of the storyline and a pun on the karate practice kumite, was conceptualized by Kelce, who serves as the brand’s part-time creative director.

“Brewmite” follows Kelce as he trains to compete in an ancient competition for a coveted can of Garage Beer. He is trained by his former Philadelphia Eagles teammate Beau Allen, who plays the part of the adopted son of a martial arts instructor. The series was filmed at the Florida Budokan in Eustis, Florida under the guidance of real-life Shihan (chief master instructor) Sabastian Velilla, adding an air of authenticity to the concept.

In an effort to get consumers directly involved, the second installment of “Brewmite” will reflect audience input. Additionally, one fan will win a cameo and the opportunity to train with the chief master instructor of the dojo where the campaign was filmed.

“We're living in a time where beer drinkers are craving more than commercials — they want characters, they want stories, and they want to laugh,” Kelce said in a statement.

The Kelce family has emerged as advertising darlings, with brands from Buffalo Wild Wings to General Mills looking to get at least one brother on their roster. Kelce’s brother is Kansas City Chief’s tight end Travis Kelce, and while Travis doesn’t make an appearance in part one, press materials suggest he could be making an appearance in part 2 as Jason’s “ultimate opponent.”