Campaign Purpose
We were tasked with releasing a new beer into an already crowded low-carb beer market; a market dominated by international beer brands who were running functional, health centric messaging aimed predominantly at men.
Campaign Objectives
Gain a significant market share in the first 6 months, or risk having the beer discontinued.
Campaign Strategy
Noticing that the overwhelming majority of low-carb beer drinkers are at home with their partners, instead of out partying with their friends, we took a different tact to our competitors - avoiding functional, health centric messaging, and instead focusing on what drinking a low-carb beer...