BRAND
BROUWMEESTERS
Briefing
This year, Brand has chosen not to advertise on TV, making room for a new approach. Brand's biggest challenge lies in increasing brand consideration, as the brand is experiencing a decline in retail volume.
Brand has expressed a desire to focus on storytelling, emphasizing three key elements: the beer, the brewery, and the brewmasters. Our task was to increase brand preference among beer enthusiasts 25-35 in the southern Netherlands.
Approach
As the oldest brewery in the Netherlands and a leader in specialty beers, Brand holds a unique place for true beer connoisseurs. For years, Brand has driven innovation and developed new beers at its microbrewery in Wijlre. But how could we bring this story to life for beer lovers aged 25-35 in the southern Netherlands?
Leveraging our data solution, SIA, we identified and partnered with influencers who had authority, a passion for craft beer, and a strong connection with Limburg among the target group. With their help, we brought Brand’s rich heritage and craftsmanship to life in a fresh, modern way.
We capitalized on the post-lockdown surge in home brewing enthusiasm by launching the YouTube series Brand Brouwmeesters. In this engaging format, cyclist Tom Dumoulin, chef Perry de Man, and actress Barbara Sloesen went head-to-head in competition for the title of Brand Brewmaster.
In four episodes they created their own unique beers, experimenting with flavors and immersing viewers in each step of the brewing process. In the finale episode, a panel of expert judges evaluated the brews, ultimately crowning one as the Brand Brewmaster!
Results
The campaign exceeded all expectations: We engaged millions of Gen Z men, immersing them in the world of hip-hop. Brand perception saw a significant boost, with a +24% increase in high-quality brand perception. +40% of the audience indicated they would purchase the product after seeing the campaign. And AXE's perception of inclusivity rose by +51%.
This innovative approach made AXE the buzz of the town, successfully captivating the Gen Z audience and establishing the Fine Fragrance Collection as a new favorite.