Funny Campaign by Monteith’s Seeks American Seal of Approval

Parking their billboard in front of the U.S. Embassy.

With the beer and wine world having its share of awards, brewing titles, and gold medallions, its sometimes hard for one accolade to stand out.

With that in mind New Zealand beer brand Monteith’s latest brew, Patriot American Pale Ale has decided to pursue the only piece of recognition that should matter to an American Pale Ale – the official U.S. seal itself.

The campaign, created by Colenso BBDO, launched this week as an open request to the U.S. Embassy in Wellington – which as the “closest America they could find”.


With blind optimism, requests have been made via a billboard outside the embassy, a full-page open letter in the newspaper, radio addresses, a social media campaign, and a website appeal – all of which were personally addressed to the U.S. Embassy in the hopes of getting approval to use the seal on the beer.

“It’s ambitious, but we feel if any brew has a chance at wearing the official American seal, it’s Monteith’s Patriot APA,” said Sean O’Donnell, Marketing Director at Monteith’s Brewing Co.

“It’s a seriously American Pale Ale,” said Dan Wright, ECD at Colenso BBDO whilst wearing nothing but an Uncle Sam hat and matching speedos.



Client: DB Breweries
Sean O’Donnell – Marketing Director
Dave Openshaw – Senior Marketing Manager
Brooke Freeman – Marketing Manager
Finian Scott – Brand Manager

Agency: Colenso BBDO
Media: Dentsu Aegis Network

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