Experiential Archives - Strawman https://strawman.agency/portfolio-category/experiential/ Tue, 03 Dec 2024 13:42:21 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.1 https://strawman.agency/wp-content/uploads/2024/11/cropped-strawman.agency-icon-final_dk-grey-3-32x32.png Experiential Archives - Strawman https://strawman.agency/portfolio-category/experiential/ 32 32 Bavaria Zero – Sampling & Engagement https://strawman.agency/portfolio/bavaria-zero-sampling-engagement/ Thu, 21 Nov 2024 11:31:14 +0000 https://strawman.agency/?post_type=portfolio&p=4248 The post Bavaria Zero – Sampling & Engagement appeared first on Strawman.

]]>

Bavaria Zero - Sampling & Engagement + -

Overview

Bavaria zero beer is a true 0.0% beer, imported from Holland and brewed by an independent, family owned brewery. We wanted to get this great tasting beer out to a younger audience as demographic changes showed Gen Z were consuming substantially less alcohol.

As Bavaria zero is not widely available on trade locations in the UK we knew that a big barrier to entry was brand unfamiliarity. We wanted to hit that head on by giving the audience their first taste on us. We chose a variety of events across the UK including the Car Fest festivals, music festivals, Derby County football ground and stations across the UK to target for sampling.

At the festivals we also built breakout areas where worn out festival goers could relax without consuming alcohol, keeping the campaign promise of “Whatever you do, make it unforgettable.”

 

This was supported by targeted organic and paid social.

 

Client

Bavaria Zero

 

Disciplines

Strategy – Social – Sampling – Experiential

The post Bavaria Zero – Sampling & Engagement appeared first on Strawman.

]]> Bavaria Ontrade https://strawman.agency/portfolio/bavaria-ontrade/ Wed, 13 Nov 2024 12:44:06 +0000 https://strawman.agency/?post_type=portfolio&p=3966 The post Bavaria Ontrade appeared first on Strawman.

]]>

Bavaria Ontrade + -

Overview

Bavaria is a great beer that has been building a following in supermarkets and convenience stores across the UK.

However, due to past distribution strategies, the beer was treated by consumers and supermarkets alike as a ‘budget beer’.

n truth this is a premium, imported ditch beer that is still made at the family brewery, and brewed by the world’s largest independently family owned brewing group still in existence. We wanted to start repositioning the brand to help us get a higher price/bottle and to get increased brand fame which would lead to a better bargaining position with distributors and resellers.

 

To do this we needed to the beer to be taken seriously, so we proposed an n-trade launch strategy. Bavaria is already a famous on-trade beer in Holland. We needed to start getting the same level of buy-in in the UK.

 

With a limited spend we concentrated on a city take-over, choosing Manchester for the availability of lower cost last minute media. We then worked with Molson Coors to start selling the beer in to bars and clubs.

 

The question, would people pay £5 for something on tap that they could get, in a bottle around the corner for a £1?

 

 

Client

Bavaria UK

 

Disciplines

Strategy – Creative – Film – Web – Social – Digital – OOH – Press – Radio – Packaging Design

Over one month, the campaign achieved:

337K post reach on Facebook

New Page Likes on Facebook increased by 424% (compared to previous month)

Over 680 competition entries on the campaign website, promoted primarily through Social Media

200K+ views of the leading film across Facebook and Youtube

Participating bars reported Bavaria sales exceeding between
50% and 150% of target

The post Bavaria Ontrade appeared first on Strawman.

]]>