Motorcycles, ripped jeans and baseball caps do not carry the same cool, rebellious credentials in the UK as they do in the US. We needed to tap into UK subculture to build the brand.
The Band of Rebels platform. Aligning with independent brands and artists and reaching out to trade and consumer audiences with a thirst for discovery and offering them something new.
An integrated trade, events, partnerships and digital strategy aligning the brand with UK tribes and drive awareness and trial amongst the elusive ‘urban millennial male’ audience.
Results: 4.7% engagement rate; 9.3% brand recall rate; strategy adopted in the US.