Craft Beer Made Easy
This cheeky campaign from Cheers Selection asks why Craft beer needs to be so pretentious? We make Craft beer simple.
Cheers Selection has a tradition of launching a range of special Beer flavours each year to suit local flavors and seasons. In 2019 Cheers launched Riceberry and Siam Weizen (Wheat Beer) in the market – locally made craft beer varieties. To support this launch we prepared a fun campaign highlighting the often pretentious, high and and ‘hipster’ nature of many Craft beers and the market – and offered a more accessible alternative. Cheers Selection – Craft Beer made simple.
The campaign was supported by online with 3 videos supporting the origin story of the brands, and why our craft beer stripped away the ‘nonsense’ of craft beer talk and focused on great ingredients and flavors that everyone could embrace. This video campaign was supported by online ads, social content and on-premise promotion. All done in local style and more than a touch of humor.
The launch has been a massive success – with many outlets sold out and second run of bottling and distribution under way. The product and our campaign has tapped into a new market for craft beer – a mass audience who appreciated the taste of flavors of a craft beer without the pretension and the high price tag the goes along with it!