Our audience was the “show, don’t tell” crowd. They weren’t going to be moved by flash and bling and celebrities. They were people that prided themselves on their depth and steadiness of character. These were real guys living in a real world. And the inauthentic messaging and promises of the other beer brands just didn’t cut it.
increase in brand awareness after 6 months
point shift in "high quality" perception
months in market for the campaign to meet key KPIs
increase in sales using pre-post tracking through IRI