We launched this new low alcohol beer brand with an idea in its name: Responsibly, the beer all other beers ask
you to drink. Taking advantage of the other beer brands that always end their communications with a "drink
responsibly" or "enjoy responsibly" line. We made it with a smart tone of voice in order to create
empathy between the brand and the people
Campaign Success
The concept of this campaign came to life on several channels starting on 26 April 2017, the date when the first
OOH appeared inside the internal circuit of London's leading bars and pubs. The campaign then continued on and
off-line across the UK, exploiting various channels and medias. Among them: taxi domination, outdoor guerrilla,
direct mailing, a launching event email, a dedicated website, consumer merchandise, newsletter, Youtube pre-rolls,
social channels, influencers and digital PR activation
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign, in the first few days after the launch, has reached over 3 millions of consumers and still now, keeps
on stimulating conversations and positive comments from both consumers and industry employees.
Explain why the method of promotion was most relevant to the product or service
Because it's a direct campaign targeting all other beer brands by taking advantage of the line "drink
responsibly" that is itself a direct message. It's a direct "attack" to big beer brands by hijacking
their own advertising.
Our strategy was to take advantage of the content produced on social media channels by big beer brands. We
entered inside all of their public conversations that promoted the concept of "drink responsibly" (through
hashtags and keywords) and used their voices to create awareness and buzz about our brand. This is how we
reached our double goals: on one hand, using other beer brands by stimulating their interaction with us to generate
free media, and on the other hand stimulate consumers / users to promote the launch of this new product.