THE OBJECTIVE

Position Beer X as The Beer of Bold Choices.

 

THE CHALLENGE

Beer X is losing share of the male big social nights out that occur at upmarket premises. The target does not see this brand as the beer to be seen drinking by his peers. 

 

THE STRATEGY

A personal, emotional angle within the 'boldness space' was identified to achieve differentiation, and open an opportunity for the brand to play a meaningful role in target's life.