Fruity Beer

BACKGROUND

Beer consumption in Australia is way down. To less than half of its 1970 peak. This proved to be a big problem to Endeavour Drinks who partnered with CUB to develop a new product that appealed to a health conscious, budget savvy generation. Enter Fruity Beer. Brewed with cutting edge techniques developed by some of the most respected names in the game, they discovered a way to drop the bitterness way down, opening the door for huge natural fruit flavours to sit front and centre.

IDEA

Our task with Jimmy Brings was to support this new category, drive our own sales, all while remaining true to our brand and position. Jimmy Brings customers don’t want to hear tasting notes. They want to be told that something is delicious, on trend, and that we can get it to them cold and fast.

Our creative strategy was built around this understanding of our Uncomplicated Dabblers, and inserting the Jimmy Brings brand into what would be the drinks trend of the summer. We wanted to give our Uncomplicated Dabblers a way to show off their style, without becoming the tedious craft beer expert friend in the group that everyone’s secretly a bit sick of. This ultimately led us to ‘Fruity Beer, Bring Your Flavour’. An intersection of the brand and the product, showcasing the new product category while staying true to the personality and bold attitude of Jimmy Brings.

IMPACT

The impact of this campaign has been significant, with 12 percent prompted awareness being achieved, which doubles the expectation for a new brand. More than 13 thousand cans were in the hands of Jimmy Brings customers who otherwise, might never have considered touching a beer. The campaign had an impressive 1.3 million owned impressions and 10.6 million paid impressions across the Endeavour Brands cementing Fruity Beer as a key category in the market.