About This Project

The Golden Ale

 

“Wainwright the Golden Ale” was originally brewed by Thwaites as a full and golden coloured ale with delicate fruit flavours and subtle sweetness. Recently it underwent an extensive rebranding and became simply “Wainwright”.

 

The biggest challenge, apart from introducing the rebranded product to the market, was to change the consumer’s perception of golden ale itself. It’s meant to be a reward and catalyst driving people toward adventures, exploration and beautiful memories. We positioned it in a field previously preoccupied with energy drinks and healthy snacks. We elevated the whole experience and made it remarkable.

 

As the ale was brewed to celebrate the Lake District author and illustrator Alfred Wainwright, it was natural to reference both his drawings and style of writing.

 

All of the above are executions that came from the work presented during the pitch.

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Advertising, Pitch