Pouring a pint full of chill
- Branding
- Launch Campaign
- 360 ° Marketing
An established alcohol manufacturer, MEBL wanted to retail a beer that spoke to Gen Zs. This demanded standing out in a habit-driven market with an on-point brand proposition.
We spent time understanding the fact that Gen Zs identify themselves as a generation that is highly stressed. And to them, catching up with friends over beer is a stress-buster. It’s how they take a break from work, life, relationship and financial chaos. We manifested our learning into ‘Live the Chill’, a proposition that would be percolated through an experience ecosystem.
We then got down to creating salience for the brand. This saw us nurturing a STOK and Chill subculture. This was also important since the product demanded surrogate marketing. From launching a mascot to hosting events, every initiative was designed to strengthen the brand association. We also developed Laughter Brewery, a stand-up comedy IP for the brand. During the next phase of expanding the subculture universe, we also designed and introduced STOK and Chill merchandise.
“Creating brand presence and recall for a new beer does not come easy. It is a market driven by long-standing perceptions and habit. We made sure we did not rush to the market with the first creative thought. We spent time getting the consumer psyche right. We then crafted every aspect of the brand experience and subculture with great detail. Fail fast was not an option in this case and I believe that is a key reason for the brand’s market success today.”
A distinct brand appeal, along with a strong focus on content and community translated into retail success for MEBL. Our KPIs?
