Advertiser: HACKNEY BREWERY
Agency: JWT LONDON
Category: Fast Moving Consumer Goods
Advertising campaign: GO FOR GOLDEN
Illustrator: Bruce Emmet (JWT)
Creative Director: David Masterman (JWT)
Art Director: Laurie Howell (JWT)
Copywriter: Laurie Howell (JWT)
Designer: Laurie Howell (JWT)
Agency Producer: Panos Louca (JWT)
Art Director: Toby Treyer-Evans (JWT)
Copywriter: Toby Treyer-Evans (JWT)
Chief Creative Officer: Russell Ramsey (JWT)
Designer: Toby Treyer-Evans (JWT)
Execution
When the Olympics came to London, Hackney Brewery created a range of limited edition, illustrated beer mats to launch their brand new Golden Ale. A diver tumbled as you played ‘flip and catch’, a gymnast balanced as you tried to build a house of mats, and the weightlifter felt the strain as you tried to stack the weights on top of him. The beer mats allowed people to play with the brand in a different way, and encouraged them to ‘GO FOR GOLDEN’.
Effectiveness
Off the back of the campaign, Hackney brewery unexpectedly sold out of their Golden ale for the two weeks after the Olympics due to high popularity. The demand for the Ale has continued; forcing the brewery to almost double the amount of Golden Ale they now produce. Now a well recognized brewery, there has also been a significant increase in demand for the Ale by new suppliers across London. Aside from the Brewery itself, the mats were picked up my thousands of websites and tweets, appreciating them for both the design and the fun they brought to the pubs.
Strategy
When the Olympics came to London, Hackney Brewery created a range of limited edition, illustrated beer mats to launch their brand new Golden Ale. A diver tumbled as you played ‘flip and catch’, a gymnast balanced as you tried to build a house of mats, and the weightlifter felt the strain as you tried to stack the weights on top of him. The beer mats allowed people to play with the brand in a different way, and encouraged them to ‘GO FOR GOLDEN’.