The premium beers segment in Ukraine is incredibly competitive. Our challenge was to launch a new Belgium beer brand and compete with the famous global names. Another "small" complication - we did't have a budget or any unique RTBs.
In order to differentiate the new brand we needed an original "wrap". So, we asked ourselves a question – what is Belgium famous for? Belgian women are very lucky – their country has the world famous chocolate sweets! And what about men? Best sweets for them – is Belgian beer! This is how the idea of "Belgian sweets for men" was born.
The idea of making a new beer to look like sweets was used as the campaign key visual. It helped to attract attention of men and gave a good idea about the taste of three most popular Belgian beer flavors.
Tasty POS materials resembling various sweets turned out to be tempting not just for men, but for the true lovers for candies – women.