# Lazy Booze Branding Ads As Intended, Seth & Riley's Garage Print Ads Are 'Kind of Genius' By Laura McQuarrie | Published 2014-04-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kind-of-genius References: [creativecriminals](http://creativecriminals.com/seth-riley-s-garage/idea) & [carlsberggroup](http://www.carlsberggroup.com/investor/news/Pages/KindOfGenius.aspx) Hard lemonade brand Seth & Riley's Garage is new on the market, but it's coming on strong with its 'Kind of Genius. Kind of.' campaign. Seth & Riley's Garage is setting itself apart with a laid back and cool approach that's full of [humour](https://www.trendhunter.com/trends/jelly-roll-x-zevia). In these print ads, the bottled [hard lemonades](https://www.trendhunter.com/trends/lucky-one-lemonade) are shown surrounded by a lot of white space and what almost seems like preliminary notes from a brainstorming session. For these "genius" print ads, Belgium's Duval Guillaume agency uses handwritten text like: "spend the whole budget on three cool films shot on a palm beach and finish the print campaign on the flight back." As lazy as it comes across, the wit and ballsy nature of the [booze brand](https://www.trendhunter.com/trends/lidl-ben-bracken-islay-single-malt) comes through in these ads that might just be genius themselves. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 68% | Activity: 80% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Humorous Branding:** Opportunity for brands to differentiate themselves by incorporating humor into their marketing campaigns. - **Minimalistic Advertising:** Potential for brands to leverage white space and simplistic design to create visually striking and attention-grabbing advertisements. - **Authentic Voice:** Brands can connect with consumers by adopting a laid-back and genuine tone in their messaging. ### Where This Applies - **Alcoholic Beverages:** Disruptive innovation opportunity for alcoholic beverage companies to develop unique and humorous marketing strategies. - **Advertising and Marketing:** Opportunity for advertising and marketing agencies to explore unconventional approaches, such as incorporating handwritten text and minimalistic design. - **Creative Agencies:** Opportunity for creative agencies to experiment with unconventional advertising techniques and help brands stand out in a crowded market. ## Related on Trend Hunter - [Fly-Attracting Seltzer Ads](https://www.trendhunter.com/trends/truly-hard-seltzer-ad.md) - [Humorous Drink Cart Ads](https://www.trendhunter.com/trends/titos-spokescart.md) - [Japanese-Inspired Seltzer Launches](https://www.trendhunter.com/trends/unusual-your-usual-campaign.md) - [Unfiltered Seltzer Campaigns](https://www.trendhunter.com/trends/do-it-for-the-flavor.md) - [Spontaneous Summer Picnics](https://www.trendhunter.com/trends/hangout-of-home.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [House Party-Themed Campaigns](https://www.trendhunter.com/trends/hiders-keepers.md) - [Youth-Targeted Water Ads](https://www.trendhunter.com/trends/wylers-light.md) - [Beer-Brand Holiday Campaigns](https://www.trendhunter.com/trends/garageflage-line.md)