Alken-Maes - Maes beer - Put a crate behind your window

Belgian beer Maes, owned by manufacturer Alken-Maes, had suffered a negative trend in growth over the last 25 years, largely owing to from increased competition from Inbev-owned beer Jupiler.

Alken-Maes – Maes beer – Put a crate behind your window

Agency name: TBWA Client name: Alken-Maes Category: Product Launch/ Relaunch/Trial campaigns

BACKGROUND

In May 2009, Maes relaunched its beer with a new taste and a new packaging. An above the line campaign (mainly in outdoor media) was launched to create awareness for the new Maes and to build the brand credentials.

But Maes needed to do more. It also needed to be close to the people, letting them taste the new Maes. There was a need to question their lager habits: choosing the main...

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