Billboard Beverages: A New Kind of OOH?
Zane Greenburg, cofounder of Billboard Beverages, first got the idea for starting the company while he was in college.
“I really like the touch and feel of the products. When you’re holding a beer, it’s 10-20 minutes of exposure that a brand is getting, and people are typically in a social setting,” Greenburg said.
These drinks, brewed by Belching Beaver Brewery, come in seltzer and light beer varieties. The box features Billboard Beverage’s logo and branding, but when you open it, the cans contain a surprise. Each can includes a small “billboard” message from an advertiser, additional information about the brand, and a QR code that users can scan to learn more or access discounts. All the cans within a box carry the same advertisement, but Greenburg plans to work with a variety of advertisers.
Many brands they work with are in entertainment, media, and influencer spaces. They’re also collaborating with two sunglasses brands. Potential advertisers must purchase a minimum of 3,500 cans, with costs ranging from $0.50 to $1.00 per can.
The nascent company plans to release its billboard beverages through events and retail outlets, including liquor stores in San Diego.
Greenburg believes his product is a unique way for consumers to discover new brands. Not only is advertising on a beverage different, but it’s also cost-effective, as the advertising helps subsidize the beverage.
“Our drinks are more affordable. We pass along the savings to the customer,” Greenburg said. His beverages cost about a dollar less on average than typical light beers and seltzers.
At prelaunch events, Greenburg says they’ve received positive feedback.
“It’s a conversation starter that gets people talking and engaging with the brand,” Greenburg said.
The company is finalizing its first ad slots and plans to officially launch Billboard Beverages in February or March 2025 officially.
Is this OOH? What do you think?
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