Product launch campaign

Honey Dew beer

Client: Fullers

Media
POS
Trade DM
Press
Outdoor
Sampling
Task

Fuller’s launched Organic Honey Dew to capitalise on a growing trend in Britain for organic produce. Our job was to encourage consumers to trial this unique blend of golden beer and honey sweetness, and educate that it’s brewed with entirely organic ingredients.

Solution

We made the honeybee the hero of our campaign, to educate on the unique ingredients within the ale and it’s naturalness.  We extended this further by utilising the honeycomb shape in our DM and POS.  The advertising invited customers to try this new flavour alongside a beautifully executed cold glass of Honey Dew alongside the bottle.

Honey Dew advertising campaign print example
Honey Dew advertising campaign bus stop
Honey Dew advertising campaign bar examples
Results

30,000 consumers were sampled in pubs. Voted World’s Best Honey Beer at the World Beer Awards.  Sales increased 10% year on year.