|Title||BEER FOR DAD, BEER FOR PEACE 'SOWON BEER'|
|Brand||THE HAND AND MALTS|
|Product / Service||SOWON PALE ALE|
|Category||A01. Food / Drink|
|Entrant||THE HAND AND MALT Seoul, SOUTH KOREA|
|Idea Creation||HS AD Seoul, SOUTH KOREA|
|PR||HS AD Seoul, SOUTH KOREA|
|Production||HS AD Seoul, SOUTH KOREA|
|Hyun Jong Lee||HS Ad||Chief Creative Officer|
|Kyung Jong Seo||HS Ad||Creative Director|
|Sung Jae Kwon||DOBEDO||Director|
|Bo Ra Lee||HS Ad||Copywriter|
The Hand & Malt is a small Kraft beer brewery and could not compete with other major brewers in terms of marketing volume. So we conceived this campaign as a PR project using political news issues. From the stage of the idea, we worked with the PR agency to organize articles on product launches. Reporters were invited to the events such as a tasting event for North Korean food with beer made from water in the North.
The Hand & Malt is a small craft beer brewery and could not compete with other major brewers in terms of marketing volume. So we conceived this campaign as a PR project using political news issues. At the time, there were many political news related to North Korea, including summit talks with South and North Korean President and President Donald J. Trump, so beer using water from the North was expected to receive much attention from reporters. There was no brief from the client. The agency presented the idea of the product itself. At that time, there was a lot of political news from the South, the North and the U.S. presidents. We tried to take advantage of such political issues as an opportunity.
Three large beer companies control 80 percent of South Korea's entire beer market. Craft beer companies like the Hand & Malt have a hard time making a presence of themselves. So we tried to use the political news to show our presence. We thought beer using water from Mt. Baekdu in North Korea would be an issue.
- Consumers who are interested in the unique concept of handmade beer - Instagram and newspaper - Beer companies usually communicate with industry-related reporters. But, we invited a political reporter to a beer pairing event with North Korean food and the sowon beer.
We made beer made with water from Mt. Baekdu and held events for reporters such as pairing beer with North Korean food with displaced people. We ran two articles on the central media that became hubs. The article spread to 165 Internet newspapers.
- 167 articles written without any media cost. - $2.6 Billion in earned media - Social webpage visitor increased by 221 % during the campaign - 1st place in Korea Wine & Spirits Award