Generic Beer
CREATIVE BRIEF
Generic Beer.
Why are we advertising?: Lost market share in beer to other alcoholic beverages. Consumers are increasing their spending in beer, but sales are going down. New government regulations on drinking.
Whom are we talking to?: Beer drinkers who are okay with drinking generic brands at home (private consumption). But they think it’s not cool to take generic brands to social gatherings. They are embarrassed by the thought of their friends finding out.
What do they currently think?:Guys: see beer as a masculine accessory and the entry ticket to social gatherings. Girls: who wants to be one of the boys.
What would we like them to think?:
What is the single most persuasive idea we can convey?: Generic beer is the ugly looking, good tasting beer.
Why should they believe it?:
Are there any creative guidelines?: 2 mediums
http://news.bbc.co.uk/2/hi/asia-pacific/6708533.stm
http://www.theaustralian.news.com.au/story/0,20867,20045681-12342,00.html
IBISWorld Press Releases:
http://www.ibisworld.com.au/pressrelease/pressrelease.aspx?prid=79
http://www.hemmy.net/2006/12/31/beer-can-art/#more-877
Super home-brand beer: http://www.news.com.au/couriermail/story/0,,21163307-3122,00.html