TINY PUB

Short List
TitleTINY PUB
BrandEMERSON'S - LION
Product / ServiceEMERSON'S BEER
CategoryB04. Live Brand Experience
EntrantDDB 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

Credits

Name Company Position
Zac Lancaster DDB New Zealand/Aotearoa SAD
Rory McKechnie DDB New Zealand/Aotearoa CD
Gary Steele DDB New Zealand/Aotearoa ECD

Background

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.

Links

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