Objectives
Brooklyn... the iconic New York borough - an urban melting pot of cool vibes, creativity and eclectic culture. Famed as the original powerhouse of American beer, it's also the namesake of the award-winning brewery that's HQ'd there.
Brooklyn Brewery tasked us with launching its latest UK release - a bright, golden, crisp Pilsner. We needed to break into the highly competitive Premium World Beer category and - as well as helping to drive listings in the on-trade (bars, restaurants, hotels, clubs) and the off-trade (grocery, off-licences, online) - the brief also called for consumer buzz.
The Challenge:A maverick,...