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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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.