House Beer Bares All In New Ad Campaign

Founded in Venice, California in 2013, House Beer has gained a sizable following while flaunting a stripped-down approach to adult beverages. Now they’re adopting a similar strategy for their marketing. Earlier this week the brand launched a campaign that will feature partially and fully nude OnlyFans creators to embody the company slogan: “Our House. Our Rules.”

Beyond peddling the brand’s flagship Premium Craft Lager, the activation is intended to “create conversations that need to happen in order to help normalize the sex work industry,” according to a statement released by House Beer.

For those that aren’t familiar, OnlyFans is a subscription-based platform in which artists across various mediums can offer all forms of content to followers, who often pay for the access. It gained outsized notoriety in the spring of 2020, when sex workers and exhibitionists began using the site to monetize content which could be considered pornographic in nature. This eventually led the company to issue a statement in August of 2021 announcing plans to bar sexually explicit content. But the immediate backlash was so enormous, they eventually recanted the proposed policy change.

Timed with the launch of its new campaign, House Beer has unveiled their own OnlyFans House. It includes nude models that were filmed by photographer Todd Midler at a lakeside property in Idyllwild, California.

Subscription to the content is free, but tips are encouraged. All funds raised will be donated to Sex Workers Outreach Project USA (SWOP-USA)—combatting violence towards, and stigmatization of, the sex trade community through education and advocacy.

“Many young professionals are still trying to get become financially secure, making many of them work a variety of jobs across different industries,” says Sean Barrow, creative director behind the campaign. “We’ve encountered people that have been signed to a top modeling agency or scouted to go on TV be dropped because they had started an OnlyFans account and it became really apparent the stigma that is associated around sex work in today’s society.”

Barrow credits OnlyFans with creating a space for sex work to be seen as a form of art, empowering the artist with agency over their own body. Whether or not you agree with the sentiment, it’s hard to deny the boldness of House as a brand. And that extends beyond any single advertising strategy. In an era where craft breweries might package a dozen different offerings (just in the IPA category alone) they have found success sticking with a single SKU—and a craft lager, at that. It wasn’t until autumn of last year that they finally released another product: four separate flavors of juice-infused radlers.

House hopes to position this partnership as an expression of inclusivity—not just of identities and lifestyle, but of professions, as well. “Most beer brands, especially smaller ones in the US have this relation to beach/summer vibes while being associated with a particular type of drinking culture surrounding ‘hot girls and the all American boy’ drinking culture,” adds Barrow. “We live in a time where that shouldn’t be the essence of any brand, but House should to be able to stand out in a different way that also represents our core brand identity and values along with our current social climate.”

House Beer Premium Crafted Lager, as well as variety pack Radlers, are now available in stores from California to Florida.