Background
In May 2011 Foster’s demerged its wine asset leaving a question mark over the beer brand. Bastion was engaged to bring to life CEO John Pollaers’ vision ‘To be the beer brand loved by all Australians’.
The insight
Bastion set about creating a brand that truly stands for something in Australia. A brand that people would be proud to work for, united under a common vision and understanding of why they turned up for work everyday. So, when it comes to people socialising in our over regulated 2011 society, what can a beer brand stand for? After conducting 7 BE Sessions around Australia we discovered we needed to celebrate the positive effect beer has on the community when shared in friendship. The UBP “We’re united by the bond only a beer can create and a belief that if a whole lot more people raised a beer in friendship, the world would be a better place.”
The Strategy
Once this belief was created we looked at what needed to change based on this belief and positioning of a beer ‘Raised in Friendship’. We established three values that would guide the organisation: BELIEF, BRAVERY, BONDS. The job from here was to implement the new belief and values across all facets of daily life at CUB, both internally, to major stakeholders and to the public.
Deliverables
The first stage of this project was to develop a new logo and look and feel based on the positioning line – Raised in Friendship. An internal engagement program was created to rally the staff behind the belief; the online ‘Super Magical Beer Labeler’ and a corresponding poster campaign to drive the staff to understand the brand and what it stood for. A brand video was created based on the manifesto of this belief, in other words the brand story. This emotive piece tells the story of the new brand belief and was recently presented by Bruce McAveny and aired at half time at the football.