Brand Innovation and Disruption in Bar

The Challenge

It’s notoriously difficult to successfully innovate in the Beer Category. New beers are being brewed all the time, but this is hardly inspiring or newsworthy. To be distinctive means being brave and changing the relationship with the category, and that’s exactly what the team at SABMiller have done.

This new innovation creates a totally unique offering, allowing the drinker to ‘hop finish’ their beer at the point of purchase, creating theatre, driving appreciation and adding interest in bars.

What we thought and did

We created a campaign that would capitalise on this great innovation. We developed a series of experiential events in bars that brought attention to this new offering.


To make the activation as distinctive as the innovation itself, we created a suite of iconic POS, training materials, and the all important, staff advocacy programme.

The campaign was then brought to life and amplified through the social channels of our partner outlets, driving awareness, rate of sale and footfall.

The result

A successful test launch in 3 outlets

Increased levels of awareness, engagment and footfall in bar

Campaign is currently live results to follow

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