Creative campaigns
Dove
Be fearless, smell beautiful
Brouw Meesters
Brouw Meesters
Briefing
The brand made a strategic decision to step away from TV advertising, opening the door to a fresh and more focused approach. The primary challenge is to reverse the current decline in retail volume by boosting brand consideration. Our objective was to increase brand preference among beer enthusiasts aged 25 to 35 in the southern Netherlands.
Strategy
As the oldest brewery in the Netherlands and a pioneer in specialty beers, Brand holds a distinctive place in the hearts of true beer connoisseurs. For decades, the brewery has championed innovation, crafting new brews at its microbrewery in Wijlre. How could we make this story resonate with beer enthusiasts aged 25 to 35 in the southern Netherlands?
Our solution was to collaborate with influencers who not only had credibility and a deep appreciation for craft beer, but also a strong cultural connection to Limburg that aligned with our target audience. Through their authentic voices, we reintroduced Brand’s heritage and craftsmanship in a way that felt fresh, modern, and relevant.
Approach
We capitalized on the post-lockdown surge in home brewing enthusiasm by launching the YouTube series Brand Brouwmeesters. In this engaging format, cyclist Tom Dumoulin, chef Perry de Man, and actress Barbara Sloesen went head-to-head in competition for the title of Brand Brewmaster. In four episodes they created their own unique beers, experimenting with flavors and immersing viewers in each step of the brewing process. In the finale episode, a panel of expert judges evaluated the brews, ultimately crowning one as the Brand Brewmaster!
We measure impact in numbers
The series achieved remarkable results, boosting brand consideration and preference among beer enthusiasts in the southern Netherlands. With an extraordinary audience retention rate we rapidly cultivated beer lovers, fostering a strong connection to Brand’s rich heritage.
4.6
M
+
15
%
+
10
%
135
%
+
27
%
Influencers
Tom Dumoulin
Tom is a retired Dutch professional cyclist. He won the Giro d’Italia, nine Grand Tour stages, five World Championship medals, and two Olympic silver medals. Born and raised in Maastricht, he grew up near the Amstel Gold Race finish line.
Country
NL
Brand fit
43%
Influence fit
45%
01
Barbara Sloesen
Barbara is a Dutch actress who began her career on stage. After guest roles in series such as Celblok H, Onderweg naar Morgen, and Flikken Maastricht, she joined the main cast of Goede Tijden, Slechte Tijden in 2014 as Anna Brandt.
Country
NL
Brand fit
47%
Influence fit
51%
02
Perry de Man
Perry is a self-taught chef driven by a passion for learning. At fifteen, he fell in love with the rich flavors of Rotterdam’s multicultural cuisine. What began as a side job during art school turned into a full-blown culinary career.
Country
NL
Brand fit
44%
Inlfuence fit
44%
03
Behind the scenes content
Cases
Cases