SCARBOROUGH, ME – November 2005 – With a rallying cry of “until every root beer is free,” freerangerootbeer.com (www.freerangerootbeer.com), part of a new marketing campaign from Maine Root Handcrafted Beverages, headquarterd in Scarborough Maine, launched today. The campaign takes a tongue-in-cheek poke at the “inhumane bottling practices in the world of corporate root beer,” featuring an undercover corporate root beer break-in, “No Can Left Behind,” and a music video “Bubbles of Injustice.” This is the first advertising campaign for three-year-old Maine Root, whose root beer, sarsaparilla and ginger brew sodas, sweetened with organic cane juice, are flying off grocery store shelves across the nation.
The site is narrated by Wyatt and Dylan, passionate, albeit fictitious, activists whose life calling is to expose big bottlers’ “atrocities.” Freerangerootbeer.com becomes their venue to post articles, spy photos and video clips. From their dark and grainy pictures taken during break-ins at “Corporate Root Beer” to their uplifting photos showing Maine
Root bottles roaming green pastures, Dylan and Wyatt urge concerned citizens to band together and demand that all bottlers live up to the Maine Root standard. The freerangerootbeer.com site, heavily carbonated with humor, includes an art therapy page, downloadable coloring posters and puzzles for kids and a photo contest.
Maine Root Handcrafted Beverages is owned by brothers Matt and Mark Seiler. Their soda success story started when younger brother Matt, 34, was helping a friend build a pizzeria in Portland, Maine. Finding the restaurant’s current root beer less than palate pleasing, he brewed his own. Praises and orders flowed and soon brother Mark quit his software sales job to head their sales and distribution. Today, Maine Root beverages are sold in 15 states in Whole Foods, Central Markets, Hannaford Brothers and other fine grocery stores and restaurants eventually nationwide. .
The campaign was created by Maine Root’s agency-of-record, Door Number 3, (formerly NourzAds) of Austin, Texas. Other elements of the campaign include print ads, wild postings, guerilla and event marketing. “This campaign emphasizes the uniqueness of the brand and its owners.these are fun guys with a great product,” said agency president M.P. Mueller. “In some ways, Dylan and Wyatt, the website’s narrators, are Matt and Mark’s alter egos. Matt still delivers sodas in his VW Jetta Matt converted to run on recycled fryer oil collected from Portland area restaurants. Matt claimed the muffler smells like French fries or Chinese food, depending on where the oil came from.”