As a latecomer to the competitive ‘discount’ beer market, James Ready had to do something unique to steal market share. With no advertising budget, James Ready created a campaign that rallied beer drinkers to keep this great beer a buck. It asked people to help out by sending back beer caps, not peeling labels, asking for volunteer beer girls, and donations for their in case promo.

Messages were written behind the labels, under beer caps, and on the inside of case to recruit drinkers to help keep this James Ready a buck. Under produced: 15 TV spots drove beer drinkers to a homemade website or 1-800 number. Once at the site, consumers could join the cause help keep James Ready beer a buck.

James Ready became one of the most popular discount beers in 2007.Market share doubled.

People helped out by saving and sending back labels and caps.There were volunteers to be James Ready beer girls.They drank our beer and became loyal fans.