A branding/sales campaign production with alternative brand messaging.

Client:

Royal Unibrew

Areas/roles:

Producer
Director
Sales

Year:

2022

Agency:

Spinnaker Nordic

Moving away from viking-inspired communication

Faxe beer is a very viking-focused brand. However, based on client’s insights, such communication does not work well in countries rich in viking history – such as Iceland. We worked on creating an alternative brand messaging, tailored specifically to the market – and created two campaigns in the series.

BTS from the two productions. Credit: Agne Petraityte

Great taste, no nonsense

Through some branding workshops, we came up with a new tagline for the brand – “Great taste. No nonsense”. The beer is a no nonsense craft hazy double mango IPA – just a great lager that tastes how it should. This gave birth to the “no nonsense guy” – an honest and humble guy, who just cannot stand nonsense. We opted for a fun, quirky, meme-ish communication to deliver the message to the icelandic audience.

Campaign #1: An unfortunate tattoo. Fb/Ig story ad

Campaign #2: Reality vs. Expectations. Fb/Ig story ad

Great sales numbers

Icelanders seemed to enjoy the simple, down-to-earth communication. The creatives were well received, but more importantly, the campaign boosted the sales by 20% compared to the same period last year.