The brief was to launch a new PREMIUM quality lager. It would be an advantage to the overall brand if it also built on the perception of Cains as progressive but with a strong sense of heritage.
Together with our client we worked out that the lager was in fact like a new invention. It hit on the idea of the owners entrepreneurial spirit and the progressive nature of a reinvigorated Cains brewery.
Using Victorian inventions, we drew comparisons to both the perceived quality of the era and touched on ’knowledge’ points of interest to the target audience.