AMBITION
Why has good beer been reserved for the few?
Think bougie ingredients, labels made from the recycled fibres of ancient cave plants, and a secret password just to buy a six-pack. Craft beer has developed a reputation as an exclusive product designed for a select few.
On the other hand ... craft beer is delicious. So it doesn’t make sense that it should be reserved for the few.
Balter, home to the market leading craft beer Balter XPA, wanted to make sure everyone felt welcome to get their laughing gear around it. To do so, Balter needed an approachable way to break down the misconceptions about who craft beer is for.
ACTION
We set out to prove that good beer is for everyone
The question was: who loves beer? Tradies in flannel are at one end of the spectrum and moustachioed hipsters are at the other, but what about all those people in between? Balter brought on Deloitte Digital to find them and help them fall in love with craft beer.
The result is "We Love Good Beer”, a fully integrated campaign that features ... well, everyone. It’s a literal passing of the microphone from young blokes to a diverse cast of dozens of people usually relegated to ads for pre-mixes and homewares.
To prove that good beer is for everyone, the campaign reaches out to Australians that have for too long been overlooked by the beer category. Lawn bowlers. Kilt wearers. Sound engineers.
We targeted non-traditional audiences with a campaign designed to honour them, and value their taste buds as beer drinking equals.
ACHIEVEMENT
Loved (and bought) by everyone
‘We love good beer’ has opened hearts and mouths to Balter XPA and the broader Balter range in all kinds of new audiences in all kinds of locations.
While Balter still maintains its craft heritage and regularly ranks amongst Australia’s favourite craft beers, XPA now is a mainstream beer on-tap, at bottle shops and in the fridge right across the country. You can even find it at the footy and the Australian Open, proving that good beer really is for everyone.