Coopers sought to position Birrell as a credible alternative to full strength beer. Birrell is a popular zero alcohol alternative to beer that had been available in supermarkets for years but now it was getting into traditional beer markets such as bottle shops.
The insight ws that people who drink zero alcohol products are interested in being seen as one of the crowd, drinking beer, but to also maintain judgement when it counts.
Our campaign focussed on the unimpaired judgement that goes with an ultra light beer compared with a night out on full strength beer. Sales improved strongly during and after the campaign and the agency received a “Could be a Caxton” nomination for excellence in newspaper advertising.
