For beer connoisseurs, the bitterness index (IBU) suggests the complexity of the product and its flavours, and acts as a taste tag. Through the skilful positioning of bitterness as the frame for all executions, Farnham Ale & Lager played the role of the great seducer amongst consumers who were attracted by the experience and the pleasures associated with the taste.
As the star of a video and print campaign, a stunt and a unique promotion, bitterness has never been so sweet and refreshing.
“The bitterness could easily suggest drinking when we’re sad. Therein lies the catch.”
In addition to establishing a unique personality, the brand needed to escape the conventional sports, celebratory or allegorical variations with its messaging. It had to epitomize the difference, as well as make a disruptive, unique and appropriate statement to grab attention.
With a creative territory built around bitterness, Farnham presented a differentiating campaign to seduce consumers. By way of videos, print and a unique promotional offer, Farnham Ale & Lager showcased its various degrees of bitterness through clever staging inspired by real life and those things that make us bitter.
52% sales increase compared to the previous year.
Farnham Ale & Lager is a leading brand, owing to its unique positioning and the bravery of its decision makers, as well as the passion for its product.