IN THE DARK YOU DRINK STOUT
GOUVERNEUR BEER
CURIOUS MINDSET
Gouverneur Stout on Wood craft beer needed to be heavily promoted throughout the hospitality industry to boost product awareness and sales. With a clear goal in mind, we needed a striking concept.
MAGICAL DISCOVERY
Lindeboom Brewery wanted a striking concept, and that's exactly what they got! We decided to approach the beer product campaign in a completely new and innovative way. A dark beer in the dark days of autumn? There was already a mysterious aspect to it. Our magical discovery was that apparently you taste better and more intensely with your eyes closed. In the dark, that is. And because the first associations people have with the word 'stout' are what they are, we took it a step further.
BREAKTHROUGH
For the 'In the dark you drink Stout' campaign, we challenged beer drinkers to experience Governor Stout in a whole new way: in the dark. To facilitate this at home and in the pub, we offered a free blindfold with every purchase in the hospitality or retail sector. The blindfold came with a promotional code that gave every Stout drinker a chance to win a trip to dark Lapland or one of the 200 cinema vouchers. We also created an action website, eye-catching packaging, displays, and online exposure. The result? The senses of beer lovers were immediately heightened, and striking situations arose in the pub!
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