Campaign details
Brand: UBREWBrand owner: Wilfred Horsfall (Co-Founder and Director)Lead agency: McCann Worldgroup Italy, MRM//McCannContributing agencies: McCann Worldgroup EMEA, Craft London, Think Cattleya, DocartistCountry: United KingdomIndustries: Beer & ciderMedia channels: Direct marketing, Email marketing, Merchandise & free gifts, Online video, Other & ambient media, Outdoor, out-of-home, Public relations, Social media, Websites & microsites, Word of mouth, advocacyBudget: 10 - 20 million
Executive summary
Starting from a main problem (regular beer drinkers make alcohol-free beer drinkers feel like losers) and from a key question (How can we...