Sydney is a city where many people love beer and during summer imbibing in a cold one becomes a favourite outdoor pastime. But many of the best-selling beers are from interstate or overseas - not Sydney.
So, in the lead-up to the most lucrative time of the year for any beer brand, Sydney Beer Co. (SBC) encouraged Sydneysiders to champion a beer inspired by their own city, taking time to enjoy moments and places that make this metropolis the ideal location to catch-up and enjoy a relaxing brew with friends.
- Build awareness of the brand among Sydney beer drinkers
- Position SBC as the ultimate beer during the Sydney summer - developed by Sydneysiders for Sydneysiders
- Increase volume of SBC product sold and support expansion in distribution
Strategy and Target Audience
Our campaign was aimed primarily at beer drinkers aged 18-34 years old who enjoy socialising and the great outdoors. We were targeting increased consumption in on-premise venues to gain a greater share of wallet at bars across Sydney and build advocacy among influential hospitality staff and executives to build brand equity.