| Great Western Brewing Company Ltd.
2009 REBRAND 100 Winners > merit
Industry/Sector: Beer, Wine & Spirits
Enterprise Rebrand
Country Base: Canada
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Brewhouse beer is a Western Canadian lager positioned in the highly competitive value brand beer segment, where pricing heavily influences brand selection.
Challenge - In order to differentiate Brewhouse beer within its commodity-like category, Brewhouse was rebranded to develop a distinct personality and reaffirm product quality while celebrating its obvious value proposition – accumulatively making it less substitutable. Embracing a no-frills honesty, the brand position of “anti-hype” was born.
Strategy - Targeting males under 25, the rebranding initiative included packaging redesign, point of purchase materials, as well as an integrated media campaign. Retaining key elements of the existing packaging for continuity, the new packaging design heightened taste appeal and product quality as well as established a system for future brand extensions. The POS materials reinforced taste appeal and communicated the value proposition. External advertising took the form of small space print, :30 radio spots, and one billboard to build brand awareness, while reinforcing the primary purchase motives.
Result - Despite overall industry volume growth of approximately 3%, Brewhouse has grown over 35% each and every year for the past three, and is continuing to grow. In addition, post campaign research reveals a dramatic increase in unaided brand awareness and brand likeability.
Credits:
Client: Great Western Brewing Company - www.greatwesternbrewing.com or www.brewhousebeer.com
Director of Marketing: Joanne Mortenson
Brand Strategists/Designers: Saint Bernadine Mission Communications Inc - www.stbernadine.com
Creative Directors: Andrew Samuel, David Walker
Art Director: Andrew Samuel, Jenn Hicks
Copywriter: David Walker, Dan Nelken, Andrew Samuel
Designer: Jenn Hicks
Account Executives: Erin Hankinson, Robyn Smith
Photography: Tony Hurley
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