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Requirement:
Burleigh brewery had launched its own brand and beers into the local market 12 months earlier and were growing steadily but needed a brand overhaul to better engage with consumers.
Process:
Cocojambo interviewed hundreds of consumers at bars, clubs, hotels and bottleshops throughout the target region to understand their perception of the brand, and their perception of original tagline "real fresh beer".
We needed to know what made a consumer choose one beer over the other - so we could change the message from "What they were selling" to "What they're customers were buying".
Solution:
Consumers didn't understand the concept of "fresh beer" nor were they widely interested in the brewing process, and while they were interested in buying a local beer they would only do so if it tasted good - our solution was to focus on the taste and blend it with the local element.
The result: "LOCAL FLAVOUR", a tagline connected to a series of 1970's style imagery of Burleigh Heads to connect the brand to the concept of "great tasting local beer from here"
Burleigh executed mini campaigns in specific target regions resulting in very positive impacts on local and visiting consumers.
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