BACKGROUND/TASK:
More and more consumers want craft beer for a mass-market price.
More and more people start losing interest in mass-market beer, but can't understand true craft beer.
EXECUTION/CREATIVE IDEA:
We created a new brand for AB InBev portfolio that will easily compete with craft beers. Hmelevus is the beer, which combines the mass market price and the craft beer taste.
This is our consumers’ dream come true!
That's why we said that this beer is as good as dream can be.
The main character of Hmelevus is a cossack who is seeing dreams about beer ingredients. These dreams are full of bizarre stories and weird characters. Innovativeness of this idea is based on the wordplay in slogan and non-standard design for «full of rules» beer world.
RESULTS:
The brand took its place in the line of pseudo-craft-beer category and SunInBev
plans further development of this line by adding new flavors in the future.
Implementation
Category
Expertise
Components of the project
Key Competences
- Strategic planning
- Communication & brand platforms, positioning, identity development
- 360° campaigns development (TV, digital, press, outdoor, radio etc.)
- Audio & video materials development
- Packaging design
- Promo and POSM
- Non-standard advertising
About
Visage DDB (formerly Publicis Visage) is an integrated full-service advertising agency, with 22 years of experience in the Ukrainian market. Additionally, the agency has been representing the global network DDB Worldwide in Ukraine since 2017, and was ranked #5 in the category of Creativity & Craft in 2016 and 2017.
