New problem
In 2020, beer sales drop to their lowest point in 80 years.
Australians love good beer. It’s a product that should sell itself, right? But year on year, the category demand plummets.
Balter, home to the successful craft beer, Balter XPA, refused to accept the forecast of beer’s fate. So, they came to Deloitte Digital Creative to help reignite a passion for the long-time favourite drop.
New ideas
Beer worth making a song and dance about.
Think of every beer ad you’ve ever seen. Tradies in flannel are at one end of the spectrum and moustachioed hipsters are at the other. What about everyone else?
The “We Love Good Beer” campaign is a literal passing of the microphone from the blokes you normally see starring in beer ads to the people who are typically relegated to playing the extras.
The fully-integrated campaign launched with a 2-minute long pub sing-along about how great good beer is. Shorter clips of some of the most loveable characters supported the film and gave further air-time to those normally in the background.
Rather than competing for the same audience as every other beer brand, the campaign is designed to reach beer drinkers that advertising normally overlooks – equestrian clubs, homewares enthusiasts, gaming showcases, and hair and beauty communities through direct, online, and above the line media.
New growth
‘We love good beer’ opened hearts, and mouths, to Balter XPA.
By flipping the spotlight on beer drinkers, ‘We Love Good Beer’ took the Balter brand from a minority craft brand to a mainstream favourite that out-performed the market. Cheers to that.