Matilda Bay Brewery: Rejected Ales

Matilda Bay, a brewery, recreated and re-released 27 almost perfect, yet rejected, brews in Australia to dramatically expand distribution, spike consumer interest and have them pull through the product.

Campaign details

Title: Rejected AlesBrand: Matilda Bay BreweryProduct: Matilda Bay Original AleIdea: Howatson+CompanyCountry: Australia

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessAUSTRALIAMenAdults (26-55)MiddleAUD $60,000

Objectives

After 12-months of poor sales performance, we were tasked with relaunching Matilda Bay's Original Ale. We had two core objectives:

Objective one: get ranged in more places (increase physical availability)

When Original Ale was first launched, we were ranged by loyal distributors passionate about the Matilda Bay brand…disastrously this was only two stockists! Our...

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