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 is important to communicate the qualities of Baron's Strong Brew in a fun and memorable way.

Creative Execution

With the consumer already bombarded with messages from numerous beer brands, Baron’s knew it has to make the beer-drinking experience more enjoyable to grab attention. Therefore getting drinkers to interact with the Baron’s brand while learning about its heritage with something that didn’t cost much was key.

Describe the creative solution to the brief/objective.

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 can be transformed into a catapult, a symbol of medieval might. And the best part is, it can launch peanuts.

Results

The novelty of the coasters resonated favorably 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.