Beer

Beer can be more than a social lubricant, it can be a genuine cultural icon and rallying flag.   The world over we find beer brands that stand for much more than just refreshment, take for example Peroni in Italy, Aguila in Colombia or Cristal in Peru - these brands are held up as ‘the beer of their nation’ and align and identify themselves with the cultural values of the their homelands - tapping into a sense of national togetherness and identity, whether for internal markets or as in Peroni’s case, for export markets.

Castle Milk Stout in South Africa has gone a step further by harnessing real grass roots insights in developing this community based intiative.  The brand has made heroes of real people, telling their stories and imparting their individual words of wisdom via brand activations, the quid pro quo being re-investment in their community projects by the brand….for the full story read the Mediaedge:cia website article.

As part of a move to build the ‘Artois’ masterbrand and create a competitive edge in the cut-throat premium beer category, Stella Artios is distancing itself from it’s legacy image as high-strength ‘angry-mans’ lager. The new campaign features creative by Lowe that delivers a message high on tradition, provenance and expertise but one that has been judged to lack substance and truth….for the full story read the Brand Republic article.