Originally launched in 1928, this award-winning, contemporary blond larger recently underwent a relaunch. To show off it’s new visual identity and re-engage the public with its strong story of unique ingredients, quality and taste, Cristal Lager teamed up with Field Marketing agency, Promosapiens, to deliver a nationwide tasting campaign in Belgium.
Through a creative mix of both in-store tasting and national activations at beer events and food trucks festivals throughout Belgium, the focus of the campaign was to tell the story of the lager and to emphasize the unique ingredients that differentiate Cristal Lager from other beers.
The striking vintage branding was carried through all promotional elements giving customers a real sense of the brand heritage and authenticity. The campaign was launched in May 2017 and is due to run throughout the remainder of the year.
In-store customers are invited to taste the lager by 2 promoters one who is a degustator and the other an actor - they educated the consumer on the quality and story of Cristal larger. Once the customers have tasted the lager, they are encouraged to buy a pack and to receive a coupon via e-mail, offering 1 free 8-pack that they can give to a friend.
This thorough and impressive relaunch campaign started at the beginning of summer, and so far the response from customers has been overwhelmingly positive.
Promosapiens handled all the booking, planning and co-ordination for the promotions. The team are extremely proud of delivering on the scale and quality of this relaunch campaign to truly differentiate Cristal Lager from other brands in the Belgium beer market.