duvel green beyond traditional case study

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C H I C A G O / N Y / S A N F R A N C I S C O

DUVEL GREEN RECAP

presentation by GoMobile

www.BeyondTraditional .com

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T H E B E E R 5

T H E C A M PA I G N 1 3

T H E E L E M E N T S 1 7

T H E E V E N T S : A S n a p s h o t 3 8

A B O U T 4 2

TABLE OF CONTENTS

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THE BEER



INTRODUCTIONABOUT DUVEL

Duvel Moortgat Brewery is a Belgian family brewing company launched in 1871 by Albert Moortgat. The Brewery’s original bottled Duvel has become one of Belgium’s favorite ales and is exported to over 40 countries worldwide. The secret of its success lies in using only high-quality ingredients, and in the well-balanced, very specific, complex brewing and re-fermentation process that takes over 90 days.

After brewing and first fermentation - which takes about 30 days - the beer is tasted by the brew master and his staff. At this stage this beer is called “single-fermented.” Typical Duvel flavors and aromas are already emerging, but the beer is lower in alcohol and carbonation, and the taste is slightly lighter and crisper.

When approved by the taste panel, the beer is prepared for secondary fermentation in the bottle, which involves adding additional yeast and sugar and bottling the beer. During the next 60 days the beer ferments and matures in the brewery warm-cellar and cold-cellar, developing the familiar flavors, aromas and alcohol content that shape it into the Duvel you know in the bottle.

1871

192

3

1980

’s

20

03

20

08Jan-Leonard Moortgat

establishes the Moortgat brewery-farm in Puurs, between Brussels and Antwep. He proceeds to build a family brewery, selling beer to fellow farmers and localhostelries.

After years of formulation and experimentation, ‘Victory Ale’ is created as a tribute to English and US soldiers during WWI. Upon tasting it, one of the brewery workers exclaims, ‘Da’s nen echten duvel’ (Damn that’s a devil of a beer.) The name sticks and Duvel (devil) is born.

Duvel is introduced to the US and discovered by beer lovers across the globe. Foremost among them is Michael Jackson, The Beer Hunter, who identifies Duvel as ‘one of the top five beers in the world’ and dubs this Belgian classic, ‘beguiling’.

Duvel acquires full ownership of Brewery Ommegang inCooperstown, New York.

Duvel releases Duvel Green, a unique ale that is more than just Duvel on Draught, to select bars in select cities.



ABOUT DUVEL GREENTHE DUVEL GREEN DIFFERENCE

Duvel Green is a Belgian ale created specifically for Draught and based on the original bottled Duvel. For the last several decades, Duvel brewers have pulled batches of the brew after the first fermentation, and have enjoyed the light taste of the ‘single-fermented’ Duvel.Traditionally, the brewers have cold-filtered, bottled, and sold a small portion of this beer, but only at the brewery and a few selectedlocations in Belgium. The beer was labeled with a green label, as the nickname ‘kleine’ Duvel (or ‘Green’ Duvel) was used to describe the beer taken at a young stage of the brewing process of Duvel.

Preparing Duvel Green includes cold-filtering, balancing the rawmaterials for optimal flavor on Draught, and some cold ageing of the kegs. This results in a specific ABV level of 6.8%.

THE TASTE

The ‘classic Duvel’ is a sophisticated,ful l-f lavored and aromatic Belgian Golden Ale, with clean, refined, si lky sweet dry taste, while a ‘Duvel Green’ on Draught has a gentle hoppiness, soft carbonation, and a subtle, smooth dryness with hints of fruit iness. The beer is not re-fermented, but it does have young Duvel f lavors emerging from the first fermentation.


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BEER STATS Pillowy white head, leaving fine Belgian lace as it recedes

Signature glass funnels the foam to the top and collects aromas for your nose

Single fermented, filtered, kegged and shipped fresh

Fine and decidedly lively carbonation

Pils malts, Styrian and Saaz noble hops give golden body and full flavor

Superb refreshment and easy drinkability at 6.8% ABV

Self-Defined Style: Belgian Golden Ale

Strength (ABV): 6.8% ABV

Appearance: Bright, golden color with excellent clarity. Fine, soft carbonation. Creamy, meringue-like head, creating clinging lace as it diminishes in the glass.

Aroma: Subtle citrus notes with a touch of honey and grain. Gentle, green herbal hoppiness.

Taste: (Note that the beer is definitely best when well-chilled.) Dry and crisp with mild, yeasty citrus notes. More hops on the palate than nose. Well balanced, hops play off both malt and citrus. Hints of floral and sweet orange.

Mouthfeel: Lively and spritzy. Smooth, light on the tongue with crisp, young beer brightness.

Drinkability: Easy drinking and refreshing. Simple, clean and easy.Availability

Kegs: European 20 Liter



THE CAMPAIGN



THE CHALLENGEWe were asked by San Francisco-based interactive branding agency, Real Branding, to mutually create and execute a complete guerrilla marketing campaign for Duvel Green, the latest beer from Belgian brewing company Duvel, as it rolled out to select bars in New York City, Chicago and San Francisco. The goal was to create ground-level buzz through multiple media outlets that took advantage of the exclusive nature of the product’s availability.

THE SOLUTIONWe used a derivative of Geocaching, an outdoor activity that uses geographical points (usually latitude and longitude), to create a treasure hunt for participants, which dictated the vision for the entire campaign. Custom Duvel Wild Postings, each printed with the nearest bar’s latitude and longitude points, were installed all over each city. To accompany them, branded Building Illuminations lit up the sky at night, and street teams of over 50 infiltrated heavy bar areas distributing custom Duvel coasters that doubled as Admit One tickets to a VIP Duvel-sponsored party. We partnered with bars in each city for “buy the beer, keep the glass” promotions that left a solid takeaway with each person that tried Duvel Green.



THE ELEMENTS



THE COASTERSA coaster’s many elements - a flat, considerable surface to design on, its “pocketable” size, notto mention its obvious relation to a beverage campaign may be overshadowed by its utter simplicity. Aside from its obvious use, we gave the coasters value by doubling their use as an Admit Oneticket, printed on the backside, which granted its owner VIP access to an exclusive party in theircity, hosted by Duvel Green the following week. Coasters were designed to fall in line visually with other campaign elements and maintain a synergistic brand experience throughout the promotion.We distributed branded coasters sans-VIP invite to each bar serving Duvel Green, which sealed the brand experience once inside the bar.



THE MICROSITETo serve as an information hub for the entire campaign, a microsite was created at DuvelGreenDiscovered.com.

The site featured a complex and interactive site map of the three cities featuring Duvel Green bar locations, and highlighted special Duvel Green events throughout the course of the campaign. The website URL was highlighted on Duvel coasters that were distributed throughout the course of the campaign and the website received nearly 2,000 hits during the month of December alone.



WILD POSTINGSFollowing the Geocaching theme of the campaign, we installed

over 100 wild walls around each New York City, Chicago and

San Francisco Duvel Green bar location. The posters gave

latitude and longitude clues directing viewers to their closest

Duvel Green establishment. This meant customizing each wild

wall with unique coordinates specific to its nearest bar, adding

a truly local and unique touch.

The posters also directed participants to the campaign’s mi-

crosite, DuvelGreenDiscovered.com, which highlighted Duvel

Green bar events, VIP party dates and further clued viewers in

to specific Duvel Green bars in their city



STREET TEAMSAn exclusive campaign with a specific target demographic calls for an equally exclusive

team of highly trained brand ambassadors. We hand picked our teams of over 150 ac-

cording to the goals of the program to ensure they carried the brand message profes-

sionally while maintaining an air of mystery.

PHASE 1

To introduce Duvel Green to bargoers in each city, street teams surrounded event locations in teams of eight. Dressed professionally in all black attire, our teams donned green and gold striped scarves representing Duvel Green’s colors and engaged the public about the beverage. Coasters that doubled as VIP tickets to Duvel Green’s exclusive party were used as invites during conversations with the ultimate goal of raising awareness of the beverage and fill ing up Duvel Green bar events nearby.

PHASE 2

For one special night in each city, flash mobs of 50 brand ambassadors infiltrated the city blocks surrounding chosen Duvel Green bar events during their “Keep the Glass” promotions. This promotion allowed all who purchased Duvel Green to take home its signature, one-of-a-kind glass that Duvel is famous for. This massive presence was created by dividing teams into two groups: ushers, equipped with special green LED flashlights escorting bargoers to the event, and gatherers, engaging street traffic, handing out coasters/VIP tickets and leading interested bargoers to ushers. Using this system, we packed bar locations and had lines out the door!



BUILDINGILLUMINATIONSWhile our street teams focused on one-on-one interactions and our wild wall postings targeted street traffic in larger numbers, our building illuminations were designed to make the largest splash, reaching tens of thousands of eyeballs in the downtown cores of each city.

Sprawling illuminations featuring a super-sized Duvel Green glass lit up the night sky on traditional bar nights, echoing the design of all other marketing visuals and providing latitude and longitude coordinates of the nearest Duvel Green bar. The mobile nature of our illumination team meant the ability to target multiple buildings each night for maximum impact.



THE EVENTSAn estimated 1 million consumer impressions and engagements

Over 25,000 coasters distributed

Over 1,000 Duvel Green signature glasses given away

Over 100 wild postings installed

Nearly 2,000 visits to DuvelGreenDiscovered.com in the month of December

Standing room only at targeted bars during events... some to the point of tap out!

A SNAPSHOT·

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ABOUT GOMOBILE

GoMobile is a leading non-traditional and guerrilla marketing company that sparks instant, intimate relationships between brands and consumers through strategic and targeted alternative and out-of-home marketing experiences. GoMobile works with both brands and agencies, including Hitachi, Miller Brewing Company, IKEA, AT&T, Southwest Airlines, Goodwill, KFC and MacDonald Media, Copacino+Fujikado, McCann-Erickson, Young & Rubicam, and Starcom Worldwide, and has recently honored with the EX Award and ADDY Awards. For more information on GoMobile, visit BeyondTraditional.com.

ABOUT REAL BRANDING

Real Branding is one of the largest independent interactive agencies in San Francisco, considered a leading market for interactive talent, innovation and expertise. Real Branding clients include: AOL, Coca-Cola, Corona Beer, Diageo, ditech.com, HBO, Quicken Loans, Unilever and Warner Home Video. The agency has earned national recognition for its creative and media planning innovations, including Best Banner Advertisement of the Year from Ad:Tech in 2003. Information on Real Branding can be found at www.realbranding.com.


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