Screenshot 2019-04-04 at 21.18.59Screenshot 2019-04-04 at 21.18.59

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.

 

Category: Pitch, Identity
Client: Kwak
 

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Aushang am Kino Intimes in Berlin Friedirchshain inmitten von Streetart. Zentral uter dem Kinoaushang das Wort LIKE in 5x3 Pixelschrift.Aushang am Kino Intimes in Berlin Friedirchshain inmitten von Streetart. Zentral uter dem Kinoaushang das Wort LIKE in 5x3 Pixelschrift.