But accessibility doesn’t always equal effectiveness. 

When it comes to building a brand, the do-it-yourself approach often creates challenges that businesses don’t realize until it’s too late.

When Everything Looks the Same

Today’s design tools offer thousands of templates, icons, fonts, and layouts. While that sounds like endless creative freedom, we often see the opposite effect. When everyone is pulling from the same template libraries, brands start to look, well, identical. 

You’ve likely seen it before. The same minimalist logos, the same script fonts, the same color palettes, the same website layouts. Eventually, it all blends together. 

The purpose of a brand is to establish a unique identity. It should help your business stand out in a crowded marketplace. When your brand looks like dozens of others using the same template, that distinct identity disappears. Good branding isn’t just about making something that looks “nice” or “passable.” It’s about creating something that is recognizable and memorable.

First Impressions Matter

Your brand is often the first interaction someone has with your business. Before a conversation happens, a service is explained, or a product is purchased, people are making quick judgments based on what they see and feel. 

When branding feels pieced together or amateur, it can unintentionally signal that the business itself may operate the same way. Even if the service or product is excellent, that first impression can create doubt.

Strong branding, on the other hand, communicates confidence. It signals that a business is established, thoughtful, and invested in its presence.

Branding is More Than Design

One of the biggest misconceptions about branding is that it’s just a logo. In reality, branding is a strategic process that considers:

• your audience
• your positioning in the market
• how you want people to feel when they encounter your business
• how your visuals and messaging work together

A logo, color palette, font, website layout, and messaging should all reinforce the same identity. Without strategy guiding those choices, it’s easy for a brand to feel inconsistent or unfocused. Brand identity should be a company’s north star. 

General templates can produce designs, but they can’t replace intentional brand strategy.

Learn about our Brand Voice Workshops here.

Time Has Value, Too

Many businesses choose the DIY route to save money. What we forget is that DIY costs another very important resource: Time.

Hours spent scrolling through templates, tweaking colors, adjusting layouts, and learning unfamiliar platforms are hours taken away from running the business itself. In many cases, the time investment alone outweighs the perceived cost savings.

Invest in Standing Out

The tools available today are powerful, and they absolutely have their place. But building a strong brand requires more than assembling pieces from a template library. It requires clarity, strategy, and thoughtful design. Because the goal of branding isn’t simply to create something that looks acceptable. The goal is to create something that people remember.

And sometimes, the best way to achieve that goal is to bring in the professionals (cough, cough, us!) who do it every day.

Ready to get started?

The post Why Doing it Yourself Might Not Work first appeared on Coal Creative.

In 2026, video isn’t just something nice to have on your website. It’s often the first impression, the trust-builder, and the deciding factor between someone clicking away or taking action. But there’s a part many brands miss: Not all video content works, and more video does not equal better video.

The websites that are winning right now aren’t overloaded with flashy clips or noise. They’re using intentional, story-driven video that captures attention quickly, communicates clearly, and guides the user toward the next step.That’s where strategy comes in.

Content is King, but Strategy is the Crown

Attention spans are shorter than ever. Visitors decide within seconds whether they trust your brand, understand your value, and want to keep exploring.

Strategic video content helps you do three things exceptionally well:

1. Capture attention immediately
2. Tell your story in a memorable way
3. Compel action without feeling pushy

When video is treated as a strategy, not just filler content, it becomes one of the most powerful tools on your website.

What “Strategic Video” Actually Means

A strong video strategy isn’t about trends or viral moments. It’s about alignment.

At Coal Creative, we look at video through the lens of:

• Your brand story
• Your audience’s behavior
• Your business goals

That means asking the right questions before the cameras ever roll:

• What does someone need to feel when they land on your site?
• What barriers do we need to overcome?
• Where does video support the customer journey, and where might it distract?

The result? Video that feels purposeful, not performative.

Where Video Makes the Biggest Impact on a Website

We see the most success when video is used intentionally, such as:

homepage storytelling

A short, compelling video can immediately communicate who you are, what you do, and why it matters faster than any block of text ever could.

service or product explanation

Video helps simplify complex offerings and builds confidence by showing the products, people, process, or results behind your work.

trust-building content

Behind-the-scenes footage, testimonials, and founder stories humanize your business and establish credibility quickly.

calls to action

When paired with clear messaging, video can gently guide viewers toward contacting you, booking a call, or taking the next step without feeling salesy.

Why DIY Video Isn’t Enough Anymore

Smartphones and editing apps have certainly made video more accessible, but accessibility doesn’t equal effectiveness.

Poorly planned video can:

• Confuse visitors
• Dilute your brand
• Slow down your site
• Make your business feel less professional

Strategic video requires:

• Thoughtful scripting
• Intentional visuals
• Clear messaging

That’s why video works best when it’s integrated into your overall marketing and website strategy and not treated as just a one-off deliverable.

Coal Creative’s Approach to Video

Our video department isn’t siloed. They’re fully integrated into our in-house team of strategists, graphic designers, website developers, and copywriters.  This allows every video we produce to support a larger goal, not just a moment on screen.Whether we’re creating brand films, website videos, social content, or campaign assets, our focus is always the same. Tell your story. Create an emotional connection. Drive meaningful action.

Learn more.

Looking Ahead

As we move deeper into 2026, video will continue to shape how brands are experienced online. But the brands that stand out won’t be the loudest; they’ll be the most intentional.

If your website doesn’t currently have a video strategy, now is the time to ask: What story are you telling? Are you telling it clearly? And are you telling it in a way that connects?

At Coal Creative, we believe video works best when it’s thoughtful, collaborative, and rooted in purpose, and that’s exactly how we approach every project.

Reach out today to tell your story.

The post Why Every Website Needs a Video Strategy first appeared on Coal Creative.

But what makes our approach to storytelling different? Why do collaborators choose us when they want results that feel personal and powerful? Let’s break it down.

We Start by Listening

It sounds simple, but the key to great marketing is a great story. This is when we put our listening ears on and get to work. Before discussing our ideas for strategy, content, and creative concepts, we ask questions, lean in, and really learn about your story.

That deep understanding shapes everything that follows. We’ve found that the best stories don’t come from what we think will go most viral; they come from genuine connections. 

And it’s not just talk. Our team digs in — collaboratively with you — to map out your narrative so every campaign is infused with heart and purpose.

Learn about our Brand Voice Workshops.

We Make Creativity a Standard

Creativity isn’t a department at Coal (although that would be cool). Rather, it’s infused in everything we do. 

Whether we’re shooting a video, building a website, crafting social content, or designing visual assets, creativity informs every decision we make. Our team includes dazzling designers, master editors, whip-smart strategists, inspired storytellers, and web wizards. We use that mix to bring your story to life in ways that feel fresh, strategic, and unmistakably you. It’s creative work with intention. Work that resonates instead of just being seen.

View our portfolio here.

We’re Fully Collaborative

How many people have had an experience with a marketing agency that fell short due to a lack of communication? According to how many times we’ve heard this from our collaborators about previous agencies they’ve worked with, this is an all too common occurrence. At Coal, what sets us apart is how much we value our collaborator relationships. 

At every stage, communication and transparency are at the forefront of what we do, from kickoff calls to final delivery. You won’t find us ghosting you. We’re in your corner through feedback sessions, brainstorms, and revisions.

Collaboration isn’t just a word for us. It’s how we consistently build relationships with our clients that feel authentic and effective.

We Keep the Human Element Front & Center

In a world full of automation, templated messaging, and cookie-cutter content, we choose people.

We tell stories in ways real humans can connect with, not just algorithms. That human-first mentality is baked into our process and our culture. From meaningful video narratives to impactful social media posts, we craft work that moves beyond clicks and likes to create genuine engagement.

We’re Full-Service, but Not One-Size-Fits-All

Being a full-service agency doesn’t mean taking a one-size-fits-all approach. It means having the expertise to tailor strategy, design, video, web, and social into a cohesive narrative that fits your unique goals.

Storytelling is how we connect. It’s how we influence perception, inspire action, and build memorable brands. And at Coal Creative, it’s not just what we say, it’s how we work.

From discovery to execution, we’ve got the tools and the collaborative mindset to make your story shine.

Whether you’re launching a new brand, refreshing your voice, or rolling out a campaign that needs storytelling muscles at every turn, we’re here to guide you with cohesion and clarity. 

We listen, we craft, we collaborate, and we create with intention. That’s the Coal way. And that’s what sets us apart.

Ready to tell your story with purpose and creativity?

Let’s talk.

The post Coal Creative’s Storytelling Approach to Marketing: What Makes Us Different? first appeared on Coal Creative.

Last year, Santa stopped by and asked us to be his personal marketing team.

This year, the idea for our campaign came from a familiar piece of pop culture: the old “Now That’s What I Call Music” compilation CDs.

That concept became “That’s What I Call Coal for Christmas”, a parody holiday album that we turned into this year’s holiday card. 

Our “album” included these soon-to-be holiday classics:

• This Could’ve Been an Email
• Update Your Homepage
• Quiet on Set
• The Twelve Rounds of Edits
• We Wish You’d Get Coal for Christmas

Each song runs about 20–30 seconds and was written, performed, and recorded entirely by our team.

And that part is important to us.

None of these songs was made using AI. Every track was created the same way music always has been: by people collaborating, experimenting, and having fun with the process.

So, what’s our secret? 

Three members of our team are actively in bands and are incredibly talented musicians, so they naturally spearheaded the project. But they weren’t the only voices involved. Samantha and Mia both contributed solo performances, adding their own energy and personality to the tracks.

Like most of our internal projects, this wasn’t about perfection or polish. It was about making something original, together, and letting everyone contribute where they felt most comfortable.

As we close out the year, we want to say thank you.

Thank you for watching our holiday campaign.

Thank you for supporting our work.

Thank you for being part of the year we just wrapped up.

Happy holidays, and here’s to the new year ahead.

The post Behind the Scenes of Our 2025 Holiday Campaign first appeared on Coal Creative.

One of the biggest misconceptions about marketing is that it’s a luxury, something you do when business is good, or when you have “extra” money in the budget. But the truth is, marketing isn’t a splurge. It’s an investment that helps your business grow, adapt, and stay visible all year long.

While viral posts and overnight wins can happen, they’re rare. The brands that truly see results are the ones that commit to a strategy and stay consistent over time.

The Upfront Investment Builds the Foundation

When you start marketing strategically, it’s normal for the upfront investment to feel higher than what you’ll spend month to month. That’s because early on, you’re doing the heavy lifting, like building your strategy, creating assets, and setting up systems that will sustain your efforts long-term.

Think of it as laying the groundwork for a house: it takes time and planning upfront to make sure what you build can stand strong.

That’s why we encourage our partners to start with a Brand Voice Workshop. It’s the first step in your marketing journey, where we define your goals, target audiences, tone, and messaging. Once your foundation is solid, every campaign that follows is built on strategy instead of guesswork.

One Month Won’t Tell the Whole Story

Marketing is not a short-term test; it’s a long-term investment. One month or even one quarter might not be enough time to see what’s really working.

Some months are naturally slower due to seasonality or holidays, while others will surge with activity and results. When you plan annually, you can see the full rhythm of your business and build a strategy that makes the most of every season.

A year-long plan gives you the chance to analyze data, adjust your messaging, and improve your reach in a way that’s simply not possible with short bursts of activity.

Consistency Creates Connection

Your audience needs to see you show up again and again before they trust you. That’s where consistency pays off.

When you commit to an annual marketing plan, you create space for:

• Steady brand awareness that builds trust.
  
• Data-driven insights that guide smarter decisions.
  
• A sustainable rhythm that keeps your team focused instead of feeling rushed.

The result? You stop reacting and start progressing. 

One campaign, one message, and one connection at a time.

The First Year Is the Investment Window

You wouldn’t judge the success of a fitness program after one week. The same applies to marketing. You have to give your efforts time to compound.

By setting your marketing investment for the year, you’re not just buying content or ads; you’re building a system that learns, grows, and improves. You’ll see which months drive the most engagement, what content resonates best, and how to adjust for the next year.

Invest in Your Growth, Not Your Guesswork

When you start with a plan and the right partners, marketing becomes less of a question mark and more of a growth engine.

If you’re ready to make 2026 the year your marketing works smarter (not just louder), let’s start with a Brand Voice Workshop. Together, we’ll build your foundation, map your goals, and turn your marketing from an expense into an investment.

Start planning your 2026 marketing strategy with Coal Creative.

The post Marketing Isn’t a Luxury, It’s an Investment first appeared on Coal Creative.

In today’s content-saturated world, grabbing attention is hard. Keeping it is even harder. You’re not just competing with other brands, you’re up against algorithm-driven distractions, endless scrolls, and split-second decisions. That’s where edutainment comes in.

Edutainment is content created to both educate and entertain. It shares useful information in a way that’s fun, engaging, and memorable, so the audience actually wants to pay attention and might take something away from it.

You’re Not Competing with Brands, You’re Competing with Distractions

Think about what it’s like navigating your own social media. Every scroll is a decision. Attention is limited, and audiences aren’t disengaged because they don’t care; they’re overloaded. If your message doesn’t hook someone, feel relevant, or give them a reason to care within the first few seconds, they move on.

Edutainment meets people where they are. It respects the reality of short attention spans without compromising the integrity of the message.

In 2021, Visit Luzerne County asked Coal Creative to create new signs for the kids’ trail at Ricketts Glen State Park. Each sign features eye-catching illustrations paired with facts about what kids may encounter on the trail.

Make the Message Worth Their Time

You can have the most important message in the world, but if your audience doesn’t feel connected to it, it won’t land. Edutainment is about turning messages into moments, something that resonates, lingers, and maybe even gets shared.

When you pair purpose with personality, you earn the right to be remembered.

Our April Fools’ Campaign Wasn’t Just a Joke

Earlier this year, we created a campaign about a fake beer called Coal Dust Stout as an April Fools’ joke. But it turned into something real. The campaign evolved into a series of comedic skits explaining the mission of EPCAMR, a nonprofit that restores abandoned mine lands.

The result? Viewers laughed, learned something new, and helped raise real funds for an environmental cause through a campaign that started as a joke. That’s edutainment in action.

Learn more about our Coal Dust Stout campaign here.

We Know the Rules Are Always Changing

At Coal Creative, we’re constantly learning and staying ahead of how people consume content. We follow trends not to chase them, but to understand how to make our work relevant, accessible, and impactful.

Edutainment is how we make content that connects. It’s how we turn information into conversation, and ideas into action.

Let’s Edutain Together!

The world doesn’t need more noise. It needs content that connects and offers value to your audience. If you have something important to say, let’s make it worth someone’s time. We’ll help you turn your message into something people don’t just scroll past, but remember.

Reach out to us to get started.

The post What Is Edutainment and Why Does It Work? first appeared on Coal Creative.

Introducing Valley Light

Valley Light is SBC’s first-ever light beer, and it couldn’t come at a better time. Brewed with two-row Pilsner malt and a touch of malted wheat, Valley Light clocks in at just 115 calories and 4.2% ABV. It’s crisp, easy-drinking, and built for summer days by the lake, post-hike hangs, backyard BBQs, and tailgates.

As SBC’s Vice President Fred Maier puts it: 

“Light beer is the largest segment in the beer business. It’s supposed to be fun, easy drinking, and approachable, which is right up NEPA’s alley. We felt that we had the right liquid, at the right time, and the support of our wholesale partner, Northeast Eagle, to finally launch a light beer.”

Bringing the Launch to Life

To help tell the story of Valley Light, SBC partnered with our team at Coal Creative. We developed a regional press release, shot b-roll footage at the brewery, and captured key behind-the-scenes moments of the beer coming together.

Why Valley Light Matters

While SBC has always been known for fruit-forward, bold brews, Valley Light represents a strategic pivot to serve a broader crowd. It invites new customers to experience the brand for the first time while giving longtime fans something refreshing and sessionable to sip on.

It’s a beer that keeps things simple, and sometimes, that’s exactly what summer calls for.

Now Pouring Across NEPA

Valley Light is now available in six-packs (12 oz cans), cases, and on draft at select bars, restaurants, and distributors across Northeastern PA. Want to try it for yourself? Ask your local distributor about availability.

Coal Creative x SBC

We’re proud to support local brands like SBC in telling their stories. If you’re launching a product, planning a campaign, or ready to elevate your brand, let’s talk.

Reach out to us to get started.

The post Valley Light: A Crisp New Chapter for SBC first appeared on Coal Creative.

They’re a nearly 30-year-old nonprofit based in Ashley, PA, working to restore our region’s abandoned mine lands and polluted waterways. Their mission is grounded in environmental restoration, community education, and transforming once-devastated landscapes into spaces that support economic growth, recreation, and ecological renewal.

As Bobby Hughes, EPCAMR’s Executive Director, puts it: 

“People need to understand that we are sitting on top of hundreds of thousands of miles of interconnected underground abandoned mines across Pennsylvania.”

These sites hold billions of gallons of mine water, some of which may one day be used for alternative energy projects like geothermal heat or the recovery of rare earth elements. It’s a complex problem, but EPCAMR approaches it with long-term vision and deep community partnerships. That includes everything from cataloging over 24,000 mine maps for the state to hosting youth environmental programs across 16 counties in Northeastern and North Central PA.

Drone photography for EPCAMR provided by Ryan Sotelo Photography & Cinema.

So, why a beer? 

Earlier this year, Coal Creative released a satirical April Fools’ video teasing a fictional product called Coal Dust Stout, a playful nod to our name and our local roots.

But when Bobby saw the video (thanks to a friend tagging him), he immediately recognized an opportunity: 

“I wanted to yell through the video that you needed to reach out to EPCAMR if you wanted to get educational information out alongside the comedy.” 

Fast forward to today, we’re excited to say Coal Dust Stout is a reality — and it’s giving back. A portion of every pint and can sold will directly benefit EPCAMR’s mission.

We’re launching the beer this Friday, June 27th at Groove Brewing, and we’d love to see you there. Join us for a good cause, grab a pint of Coal Dust Stout, and meet the team from EPCAMR. It’s a chance to see how storytelling, creativity, and environmental action can come together to make a real impact.

The post From Coal Dust to Clean Streams: Brewing Awareness for EPCAMR first appeared on Coal Creative.

And at the heart of this belief lies our content team. 

Our content crew puts the creative in creative agency. Together, they’re responsible for distilling diamonds out of Coal. Get to know them—and their approach to content design—below.

Meet the Content Dream Team

They say it takes a village to raise a child. In much the same way, it takes a team to craft captivating content for your brand. That’s why Coal doesn’t just boast one designated content creator, but a squad comprised of four diversely talented individuals, including:

• Lead Web Developer and Lead Designer Matt Simoncavage
• Content Director Samantha Buchernatale
• Campaign Manager Jesse Macko
• Design Specialist Mia Cundro

This core crew handles the meat and potatoes of our content creation. Their projects range from written work to social media management but in their own words, they usually deal with:

• Designing traditional projects like logos, print materials, and direct mailers

• Brainstorming campaign ideas

• Writing content like blogs, website copy, social media posts, newsletters, and even simpler, smaller projects like single headlines or slogans

• Creating assets for videos, social media, and more

• Designing banners, billboards, and other more overt advertising mediums

In essence, our team dreams up and designs the visual and written content brands need to tell their stories. Content is your narrative, and who you choose to write it makes all the difference. 

That said, why should you go with Coal Creative over other authors?

Coal Creative Has an Eye for Design and the Determination to Satisfy 

One of the unique advantages of partnering with Coal is the content crew themselves. They’re the committed personnel working on the custom campaigns and personalized projects that drive our collaborators’ success—and they’ve been doing so for years.

Perhaps the most evident reason to choose the Coal team for your content creation is their history of stunning designs and unparalleled experience. Matt puts it best by saying: 

“As a full-service agency made up of so many talented creatives with years and years of combined experience, we can handle every step of your project with passion and knowledge to ensure you believe in the end result as much as we do.”

Our crew hasn’t just seen and done it all, however. Their experiences have likewise driven them to approach their projects with more:

• Effort – As Jesse puts it, “Our team truly puts everything they have into every project. From our operations team to our content, web, and video teams, we’re a cohesive unit that wants to see their business/project succeed.”

• Zeal – We wholly commit ourselves to each and every job. As Samantha says about our dedication: “Our whole team throws passion and creativity into everything we do. We hear criticism and build off of it constructively. Our partnerships are true collaborations. We take the time to get to know you and your business so we fully understand what strategies could work best for each individual case.”

• Commitment to collaborators and community – Our collaborators and the Northeast Pennsylvania (NEPA) community at large are sources of inspiration.

• Humanity – AI is everywhere these days, filling feeds with generic posts, cookie-cutter logos, and templated designs. At Coal Creative, we do things differently. While we responsibly use AI as a tool when it makes sense, our real strength lies in the human touch we bring to every project. Our team of creative professionals collaborates closely with clients to craft meaningful, one-of-a-kind work that builds real connection. When it comes to storytelling and design, people still make the biggest impact.

Ultimately, when you collaborate with Coal Creative, you gain access to committed and caring content creators who are highly skilled in cutting-edge design. Don’t leave your content up to chance—partner with the best to connect with more customers and elevate your brand.

Coal Creative: Crafting Content That Tells Your Story, As You See It

There’s so much more we could mention about Coal’s content team. We could discuss how several of their favorite projects have been in collaboration with The Pennsylvania Horse Racing Association or share how they dream of working on an animal- or brewery-related campaign.

But at the end of the day, what matters most is that each content journey with Coal is unique. As Samantha so accurately states: “Strategies are not one-size-fits-all, so we make sure that we gather all of the information at hand and hear their stories. Then, we can build from there.”

Are you ready to start your journey? Request a proposal to start building a better brand story with Coal.

The post Meet Coal’s Content Team first appeared on Coal Creative.

So this year, they decided to go bigger. Much bigger.

A fake beer brand. A custom label. A parody launch video. A campaign that looked a little too real.

Enter: Coal Dust Stout, a coal-infused beer supposedly crafted by Coal Creative. The brand came complete with an official landing page, custom can label, ad campaign, and a video that made people stop and ask, “Wait… did they actually make this?”

We didn’t. At least, not yet? 

Want to see how it all came together? Don’t miss the behind-the-scenes video at the end of this article!

Turning a Dream Client into a Fake Brand

It all started with a team-wide brainstorm around “dream clients.” Breweries had long been on the list. So instead of waiting for a brewery to knock on the door, the team decided to create a campaign as if Coal Creative had been hired by one.

“We treated it like a real client project,” said founder and CCO Gerard Durling. “It was also just a fun way to reintroduce myself into the day-to-day after returning to the company. We wanted to build something weird—something that showed off what we could do creatively, top to bottom.”

The name practically wrote itself. Between the company’s name and the region’s coal mining history, a fictional coal-based stout was the perfect blend of ridiculous and believable.

Bringing the Beer to Life: Concept, Script, and Stunts

The fake brand required some very real creative work. Over a few weeks, the team conceptualized, built, and executed the entire thing in-house.

“We landed on the idea of launching a fake beer, and I went in the direction of the launch going off the rails,” said Alex Manganella, Coal Creative’s Video Director.

“Each team member’s lines were based off of their personalities and sense of humor. When we pitched the idea to Gerard, he was immediately into it—and even offered to do his own stunts.”

Gerard clarified:

“I wouldn’t say I was immediately into the idea of being in front of the camera, by any means. But it felt like a rite of passage. I knew what I had to do. I just wanted the team to know I’d go all in.”

The full team was involved—from writing and storyboarding to shooting and improvising on the day of the shoot.

The Art of the Can: Mining Inspiration for Coal Dust Stout

Where do design ideas come from? The label design came from Coal Creative designer Mia Cundro, who drew inspiration from pattern-heavy can art she found while browsing Pinterest.

“I love using Pinterest to collect some inspiration. There are always so many talented artists and creatives on that app. When looking on Pinterest, I found that a common conception for a can design was patterns. This is what inspired me for our can design.”

Mia got to work and put together two sketches to present to the team.

“They loved both sketches to the point where they wanted them combined. This involved an entrance to a coal mine in a hill with a pattern of mining equipment surrounding the entrance. I had little details like bat eyes in the darkness and trees. It turned out to be so fun.”

“This label design was definitely one of the best design projects I had at Coal Creative. I will remember everything about our 2025 April Fool’s Day project because it made such a mark on me and my passions. My dream is Coal Dust Stout to be a real beer someday, I can only imagine what joy that can bring.”

Enter Groove Brewing: The Real-Life Brewing Partner

The campaign got a major boost when Groove Brewing in Scranton signed on to be part of the project.

“We’re very glad to have participated,” said Ed Generose, co-founder of Groove. “You guys made me look like a rockstar. Thank you!”

Coal Creative produced two videos: 

• One fictional promo for the beer
• One genuine behind-the-scenes feature on Ed and Groove Brewing. 

The contrast made the whole thing feel just real enough to believe.

Launch Day Reactions: “Wait, Is This Real?”

Coal Creative launched the campaign through a dedicated landing page and social content across Instagram, Facebook, LinkedIn, and our newsletter. The response was exactly what we hoped for: confusion, delight, and lots of questions.

“When is the tasting?”

“Where can I buy this?”

“This is Iconic and I need 10 of each.”

“Okay… this was amazing. Great job with the laughs!”

The team leaned into the confusion. Content from the campaign continued to be repurposed throughout the month—turning one fake beer into a month of creative engagement.

Not Just a Prank: A Creative Showcase

Coal Dust Stout wasn’t just a joke—it became a standout portfolio piece that highlights what Coal Creative can accomplish when every department collaborates.

“To me, it showed how building a creative campaign around a video can ripple into so much more content,” Gerard said. “It also proved how every department at Coal can contribute to one cohesive, over-the-top idea—and how much fun we can have doing it.”

So While It Wasn’t a Real Beer…

We’re not giving up hope just yet.

If Coal Creative ever does go into brewing, one thing’s for sure: the branding’s already done.

You don’t need to be selling beer to get our branding expertise (though bonus points if you are). Our team can handle any product or service that is given to us. If you’re looking for top-quality marketing, send us a message!

The post Behind the Scenes of Coal Creative’s April Fools’ Campaign first appeared on Coal Creative.