Bavaria
The Journey
The task?
We had begun changing perceptions about the Bavaria brand, but now it was time to take the next step. We wanted to take it on trade, to find out if the public would pay more for a great product in the right location and begin to understand just how undervalued it had been. So we began working with Molson Coors to get this great Dutch beer into bars across the UK.
Welcome to Manchester
We made the strategic decision to take over one city and to invest n comms to see if, with the right support, this brand could go head to head with super premiums. This included citywide OOH, press, digital, social, and radio. The campaign was a huge success with all participating bars exceeding their sales targets by 50 to 150%!
The Identity
We also designed new glassware and an updated campaign logo to ensure that the brand did not look ‘out of date’ when placed next to its competitors.
Radio Ad
We wanted t hammer home the message that this beer was imported - something which is a huge sales point n the super premium lager market. To do that we framed the campaign about the care and attention the family were taking to get the product from Holland to Manchester.
Web
We created a microsite that not only told the story of the beer, but allowed users to enter a competition to visit the brewery. There was also a ‘finder’ showing all participating bars in your area.
Selling to trade
For Molson Coors we created a promotional deck incorporating film and fact sheets to help sell the brand to publicans.
