The Tension
The iconic ABC Extra Stout resonated with more mature consumers seeking its strong and bold flavour. To appeal to the new generation who craves unique taste experiences and more life enjoyment, we needed to evolve the brand - connecting its expression to the audience’s desires & celebration aspirations.
The Power
First, we supported the brand in the launch of a product innovation, a unique whisky infused beer, specially curated for the new generation. With ABC Reserve, we delivered this sense of excitement with a touch of mystery the younger generation seeks while retaining brand equity among the legacy audience. Going further, we produced an inspirational brand campaign that seamlessly blends the master brand iconicity with the celebratory spirit of the new addition. This campaign reinvents the “Be Exceptional” brand tagline to resonate with both audiences and elevate the brand’s premium status while building distinctiveness and memorability.