New Belgium Brewery, the maker of Fat Tire Ale, is promoting its love of bicycling on metro Denver billboards with the message “Work to Bike More.”
The turned phrase is an offshoot of both “bike to work” and the “Bike More . . . Drive Less” slogan from New Belgium’s Team Wonderbike cycling advocacy group.
Officials of the Fort Collins brewer’s ad agency, Cultivator Advertising & Design, termed as “fortuitous” the placement of one of the billboard ads above a north Denver used-car lot with a sign advertising “cash for cars.”
Once the public-service ad campaign runs its course at the end of the month, another of the brewer’s corporate values — sustainability — comes into play.
The six billboards’ vinyl material will be used to make 240 bike-messenger bags that New Belgium is selling at cost, $65 each.
New Belgium spokesman Bryan Simpson said the ad campaign has resulted in “a couple dozen” new members of Team Wonderbike. He said 160 of the bike bags have been pre-sold.
Steve Raabe, The Denver Post
