Korev Eden creative RS

St Austell Brewery

Cornish excellence at the 2014 Eden Sessions

In 2010 we helped the Cornwall-based St Austell Brewery develop and launch Korev lager, and since then, with a little advertising support, it’s become one of their best-selling products, second only to the all-conquering Tribute Ale.

Session lager

A year after its bottled launch, the brewery decided demand for Korev was strong enough to justify its release on draft. Last year, 2013 saw the beginning of a three year partnership between St Austell Brewery and the Eden Project, also Cornwall-based, which gives the brewery exclusive pouring rights on the Eden site, and will see the two organisations develop a number of joint marketing initiatives across a wide range of activities.

We used this summer’s Eden Sessions to develop an instant win promotion for Korev customers. With every pint of Korev, drinkers were awarded scratch cards to win instant branded prizes such as bottle openers and headphones; the top prize were VIP tickets to this year’s Eden Sessions, featuring artists such as Skrillex, Elbow, Ellie Goulding and Pixies.

Conceptual clarity

Promotions like this, perhaps even more than any other communication, need an underpinning idea or concept to achieve cut through against the noisy background of competing ‘win’ messages.

Over 1,000 POS packs were distributed to participating venues, including cards, prizes and various pieces of disruptive promotional collateral. Our design team realised that the iconic image which represents the Eden Project is its domes. Incorporating these into the promotional imagery with the Korev product seemed a concise and effective way to tell the consumer everything they needed to know in one smart visual.

“We are delighted with the success of the promotion,” said Marc Bishop, Trade Marketing Manager at St Austell Brewery. “It has been well received by licensees and looks very professional.”

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