Advertiser: Anheuser-Busch InBevBrand: Shock TopAgency: AnomolyCountry: Canada
Objectives
The biggest problem Shock Top had to overcome was that 60% of Americans had never heard of the brand. Given the growth of the category and Shock Top's decline in 2015, we had aggressive objectives to meet within a two-month period:
Core business objectives:
- Increase awareness with 21- to 34-year-old men in Q1 2016
- Increase weekly consumption for P3M in Q1 2016
In order to further drive brand affinity and awareness, we set two main communication objectives:
Core communication objectives
- Generate 300 million earned impressions...