2012 Winners & Shortlists

Results and Effectiveness

From mid May till end of August, the Brave Beer Mapout received 8,433 visits with 91 new locations added and over 210 ‘likes’ which have led to 19 converted stores by the sales team so far. Each ‘like’ or new location is added results in a post on the users wall adding to the brand exposure.

Creative Execution

To get the Lebanese youth to adopt our cause, we turned to social media. We created a highly interactive Lebanese Brew Facebook page hosting the brand’s manifesto. Once the youth got to know the brand they were asked to become involved. The Facebook page hosted an innovative application: THE BRAVE BEER MAPOUT - this application allowed the users to navigate through Google Maps and find the closest convenient store to them. They then could tag that location with the Lebanese Brew shield, announcing that they demand the beer in this store. The App would then notify all their friends and urge them to support this demand by clicking the ‘Like’ button on the newly added location. The backend of the App would notify the Lebanese Brew distribution team when a certain store has enough demand for them to convince the storeowner to carry our new product.

Insights, Strategy and the Idea

Lebanese Brew is an underdog brand launched in May 2011 challenging the status quo, and Lebanon’s one and only other local beer. Being of better quality and with a limited budget, from the start the brand depended on brave unbounded thinking to succeed; hence the brand value ‘courage is contagious’. Distribution was the major challenge in launching the brand. Trade was asking for high prices to stock our new product – Lebanese Brew was perceived as the unwelcome young competitor of their beloved national beer that holds a monopoly. We needed to find an alternative way to create demand, and create pressure on the elderly storeowners. And whom better to do so than a fed up youth who wants an alternative beer to what their grandparents used to drink! The solution was to get the Lebanese youth to adopt our cause, and help us put pressure on the retailers.