Problem: Altes Beer was coming back to the market after decades of being the blue-collar beer in and around Detroit.
Solution: Remind people that Altes has long been revered as the OG Dad Beer; he’d come home and crack one open after a long day of work and tune everything out (back when Altes was originally around, so was toxic masculinity). It was a nice gift at the end of a long hard day. And who knows more about gifts and long days than Santa himself?