BACKGROUND

Boundary Road Brewery wanted to increase brand awareness and establish themselves in beer drinkers’ minds as a serious craft category contender. They set out to educate drinkers about beer, help them understand what they were buying and of course, enjoy what they were drinking.

SOLUTION

Outdoor, press, social and digital executions invited beer drinkers to brewniversity.co.nz – a playful site where beer enthusiasts were able to sit their Bachelor of Beer by answering a series of questions about ales, lagers and pilsners.  ‘Graduates’ were then mailed a certificate, their Bachelor of Beer, and told – in a tongue in cheek tone – to “call your Mum and proudly tell her she can take the fake one down”.

Results

Since 2008, there has been a 12% decline in beer sales. This campaign bucked that trend.

 

Source: Boundary Road - Direct New Ideas

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