Garage Beer Expands Its Content Strategy With New Jason Kelce Weekly Series

Garage Beer has given Jason Kelce a lab coat and called it marketing.

The brand launched "Garage Labs" on February 25, a six-week social content series starring Kelce as a beer scientist conducting intentionally absurd experiments tied to beer culture.

New episodes are set to drop every Friday across Garage Beer's social channels under the tagline "Thank Garage It's Friday."

The debut episode, "Cold Cranker," shows Kelce attempting to speed-cool a can of Garage Beer by connecting it to a car battery.

A second segment tackles powdered beer, which proves predictably impractical when consumed dry.

Neither experiment is meant to be taken seriously, and that's the whole point of the campaign.

"Garage Labs" is built around personality-driven absurdity, using Kelce's post-NFL profile to generate weekly content with enough entertainment value to travel on its own.

A Campaign Built Around Kelce's Creative Input

"Garage Labs" was developed entirely in-house under Chief Creative Officer Corey Smale and directed by Jordan Phoenix, the same director behind the brand's Super Bowl spot.

According to Reel360, Kelce was heavily involved in shaping the series' creative direction and helping push the concept into what the brand describes as "full mad scientist territory."

Kelce and former Eagles teammate Beau Allen also appear together, continuing a creative partnership that stretches back to the brand's Super Bowl debut.

It featured the two NFL stars shoveling manure on a farm outside Philadelphia in a deliberate send-up of Budweiser's Clydesdale tradition.

The six-week structure gives the campaign a built-in release rhythm, with upcoming episodes expected to include a fictional product recall storyline around beer being "too beer flavored."

Strategically, Kelce’s hands-on creative role has anchored the content series in his familiar personality, strengthening Garage Beer's brand positioning and building long-term audience loyalty.

A Content Strategy Built on Absurdity

"Garage Labs" is the latest chapter in a content marketing approach that Garage Beer has been developing since Jason and brother Travis Kelce became majority owners in 2024.

Previous campaigns include "Brewmite," a martial arts-themed mini-movie, and its sequel "Brewmite II," which added Travis Kelce and UFC legend Chuck Liddell.

Each campaign has pushed the format further, with Kelce's creative involvement deepening alongside the production scale.

Jason Kelce described the philosophy with People while promoting "Brewmite II" in August 2025:

"All the best beer ads I know are fun, creative," he said.

"They get to the essence of what beer drinking is, which is either friendship or buddies hanging out, and you're doing something stupid together and it's funny."

Garage Beer describes itself as the fastest-growing independent beer brand in the U.S.

The Kelce brothers' direct involvement in the campaigns' creative decisions has also given their marketing a sense of authenticity, which resonates with people who are skeptical of overly polished, corporate beer advertising.

The "Garage Labs" campaign offers a few angles worth noting for brands thinking about athlete and creator partnerships:

• Weekly drops sustain attention beyond a launch moment: A six-week cadence with a named release day creates habitual viewing without requiring a large media buy to maintain visibility.
• Talent involvement in the brief changes the output: Kelce's direct role in creative direction gives the series a specific voice that audiences love and associate with familiarity.
• Serialized formats create return viewing: Structuring content as an ongoing series with escalating premises gives audiences a reason to come back each week.

For brands considering long-form social content, Garage Beer's model shows how this format can land when the talent is genuinely invested in the idea.

Our Take: Does Weekly Content Beat a Single Big Spot?

I think "Garage Labs" shows us just how powerful consistent, personality-driven content can be.

Instead of putting all its focus on a Super Bowl spot, Garage Beer used that budget for a regional ad and then rolled out six weeks of weekly content.

This has kept Jason Kelce front and center long after the game has ended.

Doing it all in-house is important to note, too.

Kelce’s hands-on input keeps the ideas tight, the humor sharp, and the production costs manageable.

Overall, I think Garage Beer has hit on a formula that matches both the brand’s quirky personality and Kelce’s style, and that’s no small feat.

In other news, YouTube TV’s Super Bowl ad starred Jason and Kylie Kelce alongside Gordon Ramsay and other celebrities to urge viewers not to settle for an average live TV experience.

Brands building long-term content strategies around athlete and celebrity talent need agencies that understand how to structure creative partnerships for sustained output.

Explore the top content marketing agencies in our directory.