Colt 45 the beer for the young and hip?

Colt 45 has a new strategy, marketing Colt 45 40’s and double deuce’s as beers for young 20-something “hipsters”. Using a brown bag for the canvas, Colts new campaign is to spread the word about Colt 45 through various comic strips which they call “The tales of Colt 45”. The comic strips show young adults drinking Colt 45 and enjoying themselves at rooftop parties and dance clubs. There’s even a campaign site where you can read some of the Colt 45 tales, “pay tribute to the memory of a Colt night” by creating your own tale and find out about events.

Colt seems to be trying to re-invent their image but I’m curious about how well this new strategy will be received….it might be just me, but drinking a 40 out of a brown bag, even if the bag has an interesting comic type graphic doesn’t feel very “hip”.

The Colt 45 campaign site: http://www.talesofcolt45.com/

Article in AdAge: http://adage.com/article?article_id=123367