AB InBev: #YouBelongToCelebrate

The South African beverage maker, Brutal Fruit, made innovative use of social and OOH channels to improve its brand awareness and appeal to a young, female demographic.

Campaign Details

Brand: AB InBevLead Agency: Mark1Region: EMEA

Strategy

Objective

Drive consumer engagement online through Social Media on the DOOHSHARE platform. Drive brand awareness to a broader audience through the use of DOOH.

Target Audience

Affluent, Black females that are lifestyle and trend setters and who want to be seen and heard. Age: 25–45 year olds.

Creative Strategy

We need to connect consumers digital experience with our 3D world and build a brand worth celebrating.

Context

In early 2021, Brutal Fruit launched its 620ml Grand Luxe product with a brand position focused on inspiring women...

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