The Brief: Create a campaign that can start a meaningful dialogue with the marketers of Australia’s leading alcohol brands.

The Challenge: There are approximately 2000 advertising agencies in Australia. How does a boutique creative agency set itself apart in order to start a meaningful conversation with brand leaders in one of the most sought after categories.

The Idea: We wanted to do more than tell the alcohol market of their capabalities, we wanted them to experience it first hand, so we decided to create our own alcohol brand. We identified boutique beers as a growth sector that would be eagerly watched by attentive brand managers, so we developed a craft beer, Seven Hills Cream Ale. We developed a multi-media brand campaign around the idea of Nature’s Finest Bottled that was advertised in the alcohol industries leading trade publication, DRINKS magazine. The campaign appeared as press executions and online ads on DRINKSTRADE.com.au. The executions directed the reader to sevenhillsbrewery.com.au where we revealed ourselves to our audience. It was also supported by developing an ‘industry’ blog, BOUTIQUE BREWERY NEWS which sent out a New Product Alert to Alcohol distributors throughout Australia. As many a productive conversation occurs over a beer,  the tasty beveraged was delivered directly to the target market.
The Change: One week from launching their is already plenty of chatter in the industry about SEVEN HILLS CREAM Ale with alcohol suppliers contacting Mr Mumbles about stocking the beer. More soon

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Photography: Andreas Smetana

Illustration: Electric Art

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