Garage Labs: Jason Kelce's Beer Science Adventures
Jason Kelce is stepping into a new role as a "beer scientist" in Garage Beer's latest social content series, Garage Labs. The campaign, titled "Thank Garage It's Friday," features Kelce experimenting with unconventional methods related to beer culture in short-form digital content released weekly on the brand's social channels. Each episode showcases Kelce's humorous and entertaining approach to product marketing.
The ongoing content drop of Garage Labs introduces viewers to Kelce's quirky experiments, such as attempting to speed up the cooling process by connecting a can of Garage Beer to a car battery in the debut episode titled "Cold Cranker." The series embraces exaggerated "lab" scenarios that focus on entertainment rather than scientific accuracy, highlighting Kelce's personality-driven content.
While the tone of Garage Labs is intentionally absurd, Garage Beer emphasizes the craftsmanship behind its product, branding itself as "the world's most beer-flavored beer." The campaign, developed in-house by Chief Creative Officer Corey Smale with direction from Jordan Phoenix, showcases Kelce's active involvement in shaping the creative direction of the series.
Kelce's partnership with Garage Beer reflects a broader shift for both the former NFL player and the brand. As a major investor in Garage Beer since 2024, Kelce has taken on a more prominent role in marketing, aligning with the brand's goal of modernizing traditional beer marketing in a social-first environment. Future episodes of Garage Labs will continue to explore this approach, with planned storylines involving fictional product recalls and collaborations with high-profile figures.
The Garage Labs campaign follows Kelce's appearance in a regional Super Bowl commercial for Garage Beer, highlighting a blue-collar aesthetic and hands-on work. With Kelce's involvement and the brand's innovative marketing strategies, Garage Beer aims to engage audiences with entertaining and personality-driven content that sets it apart in the beer industry.