Combating the popular notion that a pale ale is a light beverage that is favored amongst those who cannot handle their beer, Church End Brewery demonstrates that the company's Brewt beer is anything but light.
With macho weight lifters decked out in all white body paint as the focus of a series of posters, this campaign strives to prove that pale definitely doesn't mean weak. Grabbing consumer's attention with buff men in tiny Speedos, this advertising campaign incorporates the humor many beer drinkers like to see in their product commercials. The beer is the main attraction of the posters as the muscular subjects are facing the full-colored brew in the glass as an adversary.
With 8% ABV, Brewt beer is touted by the campaign to be a "strong pale ale."