The Hemperor

New Belgium Brewing has debuted the Hemperor, which they’ve called “the dankest ale in the world”, made with hemp and hops. Via Adweek:

Though it has no psychoactive properties (any resulting buzz may come instead from its 7 percent alcohol content), its recipe inspired its advertising, which deliberately borrows from stoner culture, Belongie says, “to capture the spirit of that world in a way that people will find fun.”

The animated ads, from agency Erich & Kallman, have a purposely DIY feel, with shades of Monty Python and Teletubbies (the sun comes to life!), “a quirky charm” and plenty of Easter eggs, Belongie said.

Viewers learn a few things about The Hemperor from the campaign: He definitely inhales, loves his wildlife, nurtures his creativity and carries a torch for his ex. (He’s still into you, Jennifer.)

The San Francisco-based agency, which recently hired an actual Belgian to shill for the brand’s Fat Tire Belgian White, created the character and his illustration, which in turn named the product that’s been two years in the making.

“We feel like we have a unique, one-of-a-kind beer on our hands that provides a full sensory experience,” he said, noting that the campaign aims to keep it from “getting lost in a sea of 10,000 India Pale Ales. Within a second or two, it needs to grab people and have them asking, ‘What is this? I need to find out more.’”

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