Title | TINY PUB |
Brand | EMERSON'S - LION |
Product / Service | EMERSON'S BEER |
Category | B04. Live Brand Experience |
Entrant | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Idea Creation | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Media Placement | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Media Placement 2 | MANGO COMMUNICATIONS Auckland, NEW ZEALAND |
Media Placement 3 | MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND |
PR | MANGO COMMUNICATIONS Auckland, NEW ZEALAND |
Production | TWO BEARDED MEN Wanaka, NEW ZEALAND |
Production 2 | THE GLUE SOCIETY Sydney, AUSTRALIA |
Post Production | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Post Production 2 | THE GLUE SOCIETY Sydney, AUSTRALIA |
Additional Company | REEL FACTORY Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Zac Lancaster | DDB New Zealand/Aotearoa | SAD |
Rory McKechnie | DDB New Zealand/Aotearoa | CD |
Gary Steele | DDB New Zealand/Aotearoa | ECD |
In 2019, Emerson's, the distinguished gentleman of the New Zealand craft beer scene, was being drowned in the deluge. Craft beer was growing at 15.9% value, whilst Emerson’s was in decline. In quarter-to-quarter growth, Emerson’s was lagging the category by a massive 21.9% points. Prompted awareness floundered around 23.4%. While the brand had major distribution issues, lacking the pulling power to get sell-in of their range. Perceptually, Emerson’s was looking older. People cuttingly describing it as the “grandad’s slippers of craft beer”. But Emerson’s was far from ready to retire. Objectives: More top of mind: create buzz around Emerson’s, growing prompted awareness to 26% More emotionally resonant: re-express the brand for today in a way that remains true to it. More people drinking Emerson's: Get Emerson’s travelling off the shelves. More value: Increase Emerson’s value and volume share. More places to buy it: Strengthen distribution.