2011 IAB Awards | Brand Awareness & Positioning Winner
Brew by Feel
Agency: Droga5
Client: Carlton & United Brewies – Cascade
Strategy
Cascade is the oldest brewery in Australia but was only known by the public for only a couple of mainstream beers. The aim of the campaign was to take Cascade back to its brewing heritage, digging deep into its history to sell its complete range of brews while strengthening its credibility as the original mainstream craft brewery in Australia by positioning Cascade as the authority on beer and ‘the spiritual home of brewing’.
Tactics
The primary target audience was defined as ‘Beer Discovers’ 25-35 y/o. Predominantly Premium beer drinkers, but open to new beer styles.
Results
In the first week of launch, the Brewers Nose app featured in the Top 25 free lifestyle apps in the iTunes app store and after 7,000+ downloads, maintained a four star user rating. A total of 27,245 beers had been scanned at the time of entry (May 2011). In the first three months the website recorded 95,380 visitors, 74,009 unique visitors, 338,545 page views and the average time on the site was over five minutes.
Judges’ Comments
“This campaign took ownership of the craft beer category by acting like a leader. The usage and results are testament to utility of campaign. Consistent positive sentiment.”
