PEANUT LAUNCHER COASTER

TitlePEANUT LAUNCHER COASTER
BrandASIA PACIFIC BREWERIES
Product / ServiceBARONS BEER
CategoryA07. Point of Sale
EntrantY&R SINGAPORE, SINGAPORE
Entrant Company:Y&R SINGAPORE, SINGAPORE
Design/Advertising Agency:Y&R SINGAPORE, SINGAPORE

Credits

Name Company Position
Jules Kim Y&R Singapore Art Director
Dian Widjaja Y&R Singapore Art Director
Adam Miranda Y&R Singapore Senior Copywriter
Melvin Kuek Y&R Singapore Managing Director
Kirby Ho Y&R Singapore Production Manager
Cassandra Chia Y&R Singapore Producer
Cassandra Riene Y&R Singapore Account Manager
Sam Ng Y&R Singapore Retoucher
Brad Wilson Y&R Singapore Typographer
Bryce Bell Y&R Singapore Designer
Chai Guan Teo Teo Studio Photographer

Brief Explanation

With a very limited budget and with the consumer already bombarded with hundreds of messages from beer brands at every touch point, Baron's knew grabbing the target audience's attention meant making the beer-drinking experience more enjoyable. Therefore getting drinkers to interact with the Baron's brand while learning a bit more about its heritage with something that didn’t cost very much was key.

The Brief

To increase the in-pub presence of Baron's Strong Brew, a beer with a European heritage. Beer drinkers were spoilt for choice with the number of brands to choose from. Therefore it was important communicate the qualities of Baron's Strong Brew in a fun and memorable way.

How the final design was conceived

Since pub-going is a social experience with friends, we decided to add to the fun with something that is ever-present in bars - a coaster. However, this coaster could be transformed into a catapult, a symbol of medieval might. And here's the best part, it could launch peanuts.

Indication of how successful the outcome was in the market

The novelty of the coasters resonated favourably with beer drinkers and became a topic of conversation in bars, reinforcing the Baron's brand in drinkers mind. Drinkers who are not familiar with the brand were motivated to give the beer a try, which is a strong indication of the effectiveness of the idea.