Re-targeting KWAK Beer
For this pitch for the traditional Belgium Kwak beer, we have chosen to attract a new target audience, while the authentic Kwak drinker remains untouched Kwak can re-target to a whole new group. As the original briefing described Kwak missed the boat about micro breweries and thus the modern beer drinker (Burgundian, beards, hipster), this one will not take a latecomer seriously.
The intended target audience is very brand-loyal and embraces specific brands as his or her identity. Bluntly we’re describing a city art academy / design student. The anti, the outcast, the misfit. They find each other in the underground of Flanders and Wallonia.If we can infiltrate in this community through experimental, non-design and anti-establishment branding, they will be able to identify and take the brand.