“the beer that speaks for itself”- literally: using innovative marketing to disrupt and capture...
TRANSCRIPT
THE BEER THAT SPEAKS FOR ITSELF- LITERALLY MAY 2015
©2015 Shock Top Brewing Co. “Shock Top” is a trademark of Anheuser-Busch, LLC.
TISSUE SESSIONOctober
OUR STRATEGY
THE WORK
RESULTS
WHERE WE’RE HEADED
TODAY’S AGENDA
OUR STRATEGIC BULLSEYE
THE WORLD IS BEING ORGANIZED AROUND INCREASED CHOICE
TV CHANNELS PER HOUSEHOLD
189
SQUARE FEET- MEDIUM GROCERY STORE SIZE
46,000
APPS IN THE APPLE’S APP STORE
1.2 million
46,000SQUARE FEET -
MEDIUM GROCERY STORE SIZE
THE CRAFT DRINKER
THE WORLD IS BEING ORGANIZED
AROUND INCREASED CHOICE
DISCOVERYHAS BECOME A KEY DRIVER OF CHOICE
“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.
THE CRAFT MARKET HAS BECOME TOO COMPLEX
“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.
THIS OVERWHELMING AMOUNT OF CHOICE AND COMPLEXITY IN TODAY’S
MARKET HAS LED TO OVERWHELMED CONSUMERS
WE NEEDED TO FIND A WAY TO STAND OUT FROM THE CLUTTERED ENVIRONMENT
THIS OVERWHELMING AMOUNT OF CHOICE AND COMPLEXITY IN TODAY’S
MARKET HAS LED TO OVERWHELMED CONSUMERS
72% of young millennials from all over the world said entertaining content is what they expect from brands – Source: Facebook’s “Coming of Age on Screens” study
When asked, “How would you want a brand you like to act towards you” 32.5% of Canadians 25-34 responded “entertain you” (128 index) - Source: Global Web Index
“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.
BRAND POSITIONING
LIFESTYLE, FUN SERIOUS
MASS
PREMIUM
“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.
THE WHITE SPACE:
A unique beer with a
big personality and
COLOURFUL CHARACTER
FIRST BREWED IN 2006
Original Wedge Head
SHOCK TOP COMES TO CANADA
CORE CREATIVE IDEA:
CORE CREATIVE IDEA:
THE BEER SPEAKS FOR ITSELF
GUARDRAILS
WEDGEHEAD IS THE VOICE OF OUR BRAND AND IS CENTRAL TO OUR CORE CREATIVE IDEA.
WE DON’T NEED TO RELY ON FANCY COPY OR PRODUCT IMAGERY TO MAKE NOISE, HIS PERSONALITY DOES THE HEAVY LIFTING AND DRAWS ATTENTION FOR US.
THE WORK
MURAL OOH
ANIMATRONIC TSAs
MOTION-CENSOREDBATHROOM ADS
I detect the scent of wheat,
coriander, and orange peel.
Atta boy!
WILD POSTINGS
OOH CAMPAIGN
SOCIAL CAMPAIGN
THE RESULTS
SLIDE 27: WHEAT
BALE IN SHAPE OF
BOTTLE
BUSINESS RESULTS
Achieved 125% of awareness target
Trial doubled post campaign, + 121 % vs. target
DIGITAL RESULTS
• Achieved 131% of digital view target
•52% engagement for “The Dress”
•Twitter engagement +400% vs. Target
•Facebook Video CPV of $0.01
•+5MM total views thus far
AWARDS & ACCOLADES
“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.
CONSUMERS ARE LOVING IT
CAMPAIGN ADAPTATION
“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.
WHERE WE’RE HEADED
CLEVER OOH CREATIVE
CLEVER OOH CREATIVE
SHORT FORM VIDEOS
1. WE IDENTIFIED A WHITE SPACE IN THECRAFT BEER MARKET
4. WE USED DISRUPTIVE ADVERTISING TO BREAK THROUGH THE
CLUTTER AND STAND OUT
2. WE IDENTIFIED A RELEVANT CONSUMER INSIGHT
5. WE FOUND A WAY TO BE NIMBLE WITH OUR DIGITAL CONTENT
WHICH ALLOWS FOR REAL TIME, ENGAGING WORK
KEYS TO SUCCESS
3. WE GAVE WEDGEHEAD A UNIQUE VOICE AND POV
THANKS