Title	ARBOGA BEERPACK
Brand	ARBOGA BREWERY
Product/Service	ARBOGA ORIGINAL
Category	G04. Social Behaviour & Cultural Insight
Entrant	ABBY PRIEST Stockholm, SWEDEN
Idea Creation	ABBY PRIEST Stockholm, SWEDEN
PR	ABBY PRIEST Stockholm, SWEDEN
Production	NADA FILM Stockholm, SWEDEN

Name	Company	Position
Oskar Hellqvist	Abby Priest	Creative Director
Danielle Kisch	Abby Priest	Project Manager
Anders Hellström	Abby Priest	Creative
Pontus Widell	Abby Priest	Creative
Andreas Morne	Abby priest	Account Director
Patrick Igevad	Abby Priest	Content Manager
Marcus Rönne	Nada Films	Film Director
Joakim Wijk	Nada Films	Film editor
Shawn Carmody	Lightning Packs	Operational Consultant
Lawrence Rome	Lightning Packs	Head Engineer
Rebecka Welander	Abby Priest	PR Consultant

Why is this work relevant for Brand Experience & Activation?

Arboga BeerPack is a piece of experience design that in a completely new way allows Arboga brewery’s brand to connect with their nature-loving target audience. From awareness through PR, to demos and sales activations of the product, each touch point was optimized to generate commercial success.

background

Arboga is one of the most well-known beer brands in Sweden and drives a lot of engagement both offline and online. Unfortunately in the last few years Arboga has been battling with negative associations and the wrong kind of online engagement as the product has become somewhat synonym with excessive drinking. To reposition the brand and create a new kind of brand experience we launched a new strategy designed to move the brand to a more healthy and moderate context: hiking and outdoor. Signed off by a new tagline ”Best served, well-deserved.” In spring 2019 Arboga Brewery launched a campaign to reinforce their new strategy, create brand engagement to increase sales and activate their target audience.

Describe the creative idea (20% of vote)

Is there anything better than a beer in front of the campfire after a day in the woods? Yes. A cold and unshaken beer infront of the campfire after a day in the woods. To reinforce Swedish brewery Arboga’s new brand strategy, focusing on an outdoor lifestyle, we teamed up with innovative startup Lightning Packs and launched the most important innovation since peanuts – Arboga BeerPack. Arboga BeerPack is a unique backpack using technology developed for the American army to solve the biggest challenge in the outdoor lifestyle; bringing beer on the hike. The backpack, which is optimized to carry 6 Arboga Original, reduces the beer’s impact on back and shoulders by up to 86%, at the same time as it keeps the beer cold and unshaken all the way to the campfire.

Describe the strategy (20% of vote)

Arboga BeerPack is a campaign created to reinforce the new overarching brand strategy to get rid of negative brand associations (excessive drinking) by moving the brand to a more healthy and moderate context; hiking and outdoor. We knew that our target audience loves being in the great outdoors; hiking, fishing and hunting. So we decided to walk up hill, down dale and create a campaign solving a problem that’s been bothering the outdoor community since forever; bringing beer on the hike. Because even though a remote mountain peak is the perfect location for enjoying a cold beer, it is a challenge getting it there. Beer is fragile cargo, not suitable for rough terrains that shakes it and increases the risk of foam explosions. Furthermore, hikers are all about packing light. And when grams matter it’s hard to justify a couple of beers in the side pockets.

Describe the execution (30% of vote)

To help thirsty hikers transport beer to campfires we teamed up with innovative startup ”Lightning Packs”. Repurposing technology developed for the American army we created Arboga Beerpack – a backpack that makes it easier than ever to carry 6 Arboga. In the campaign, spanning from May 15th to July 15th (2019), the unique backpack was launched through social media, PR, a physical event demo and a campaign site where a limited edition of the backpack were available for sale. On Facebook and Instagram the backpack was launched with a series of videos in different edits which were A and B tested on the audience (20 – 40 year-old outdoor-loving Swedes) to optimize the impact. In the PR launch selected target media and influencers within the outdoor, hiking and hunting segment were invited to an event to test the backpack and interview the engineers behind the ground breaking backpack.

List the results (30% of vote)

KPI 1: 0,5% sales increase increase of beer during campaign period (sales tertial 2, 2019) Results: 8% sales increase increase of beer – exceeding target by 750%. KPI 2: 6% organic reach in social media (Facebook & Instagram). Results: 18% organic reach in social media – exceeding target by 200%. KPI 3: 1% brand engagement rate on social media (Facebook & Instagram). Results: 5,9% brand engagement rate on social media – exceeding target by 490%. KPI 4: 10 inserts in relevant target media. Results: 25 inserts in relevant target media – exceeding target by 150%. KPI 5: 30% of limited edition backpack stock sold in custom web shop. Results: 100% of limited edition backpack stock sold in custom web shop.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Hiking, foraging and other outdoor activities have become increasingly popular in Sweden. Much due to Instagram. But also due to fact that more and more Swedes utilizes their ”freedom to roam” (a Swedish law that gives the general public right to access most public or privately owned land, lakes, and rivers for recreation and exercise). In the cultural context of campfire socializing, shaken and/or exploding beer is a relatable and well-known phenomenon. In addition, the hiking community is very weight oriented. And when grams matter it’s hard to justify the delicious but unnecessary luxury of a couple of beers. Problem solved.