The Brand and Its Business Challenge

•  What’s the project? –  We plan to create a marketing plan to promote the opening of a new

Stone craft brewery in Germany. The plan must persuade Germans and other Europeans that Americans can make a high-quality beer.

•  What’s the Brand Idea? –  Our brand is known for our aggressively nonconformist attitude that

reflects our intensely flavored beer and its higher alcohol content. –  Our mascot, a medieval gargoyle, reflects the badass nature of our beer –  We are very vocal about the fact that you all will probably never be bold

and fierce enough to drink and enjoy the raw sophistication and quality that is Stone beer, but that’s your problem. We don’t care if you like us, but if you don’t, you’re seriously missing out.

Creative Brief

•  Who are we talking to and what do we know about them? –  Our primary audience is German beer-drinkers;

younger males, 18-25 –  Due to drinking laws, we must target younger

generation who embraces individuality and road less traveled

–  Going to bars and clubs to drink is common social practice in Europe

–  Loyal to favorite brews like pilsners (60% market share) and other pale lagers like Anheuser-Busch

•  What do they believe now? –  Germans don’t think too highly of American Beer,

so we need to change their opinion of our beer and its origin.

–  They call craft beer “watered down water,” and they’re skeptical that they would enjoy it.

–  Believe in high quality when it comes to beer, which they don't currently associate with most mainstream American names.

•  What do we want them to believe? –  We want Germans to believe that although they

may not like the idea, we make damn good beer, and they should give it a try.

–  We want them to see that we too are loyal to the art of beer brewing unlike most American mainstream beers.

This hardcore, authentic American craft beer is ready for Germany.

•  Why should they believe it? –  Our current fanbase –  Our product: it’s a taste we’re proud of –  Our history: we started the American craft beer

movement, and we will do the same in Germany: 10th largest craft brewer not very prestigious, revenue of over $100 million

–  Must present indisputable facts and evidence with validity to German audience, we are dedicated to craft and brewing

•  What’s the personality we want to project? –  We want to project a personality that is

fiercely independent and bold. –  We are prideful of our reputation as

nonconformists in the beer world.

•  What’s mandatory? –  “American craft beer” - We need to be upfront

and own who we are –  Some form of digital or social media presence

to keep Stone in the US and Berlin connected

“You’re Not Worthy”

World Domination

Television •  Everyone drinks beer at bar, then a buff guy walks in with light behind him,

stomps up to the bar and orders a Stone while other bar goers cower. •  Next the counter “parts,” which reveals a stone with a bottle melded into it. •  The guy rips the beer off the rock and chugs it. •  Cut to table, drops the empty beer: announcer says, “Stone. You are not

worthy.” •  Media strategies and creative execution for TV

–  TNT –  SPORT1 (German Sports) –  Eurosport 2 (German sports) –  MAX (European men’s lifestyle network) –  RTL Crime (German CSI shows) –  ProSieben MAXX (broadcasts program for German male viewers, House of Cards, etc.)

Print

Print

Print •  Media strategies and creative execution for print:

–  Bild (daily tabloid with circulation of over 4 million) –  Bunte (classier gossip/celebrity magazine, one of Germany’s most popular, 650,000

circulation) –  Stern (Germany’s widest circulation illustrated magazine, 850,000 circulation) –  Metallzeitung (magazine of the German Metalworker’s union, 2.2 mil circulation) –  TV14 (Germany’s version of People, 2.4 mil circulation) –  ADAC Motorwelt (a car club magazine, 13.6 mil circulation)

Out of Home

Out of Home

•  Gargoyle popup on corner of website with random insults.

–  If you click on him it takes you to the Stone Berlin website.

–  He says “you are not worthy”, “arrogance is good”, “it’s not for you”, “you can’t handle it”, “leave the real beer for the truly arrogant”

•  Stone Berlin website •  Banners on select sites used by our audience •  Pre-roll video of TV commercial on

YouTube •  Media strategies and creative execution for

online –  Youtube, Ebay, imdb page takeovers –  stern.de (online version of popular magazine) –  spiegel.de (culture and media) –  mobile.de (car buying site) –  movie4k.to (movie streaming)

Online

•  Set up separate sister accounts to all of our current social media accounts

•  “StoneBrewingCoBerlin” •  We say #youarenotworthy •  Social media users will be encouraged to

prove #iamworthy •  Media strategies and creative execution for

Social media –  Instagram: #youarenotworthy, fail videos,

#iamworthy photo contest –  Facebook: contests, spotlight stories –  Twitter: #youarenotworthy, #iamworthy tweet your

story contest –  Vine: #youarenotworthy, fail videos

!

Social Media

•  Swag –  Stone stein stein –  Beer glasses –  Playing cards –  Clothing

!

Promotions

Conclusion

Cheers!