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...