Cannes Lions

Betsy Beer

McCANN HONG KONG, Hong Kong / CATHAY GROUP / 2017

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Overview

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Credits

Overview

Description

When we fly, cabin pressure and altitude dull our palate by up to 30%. Some airlines adapt food to this environment. But not the world’s favourite alcoholic beverage. So we created the world’s first ever beer scientifically crafted to taste best at 35,000 feet. We increased carbonation 10% higher than sea level beers for increased mouthfeel. We made it a wheat beer to reduce bitterness. We enhanced flavour by making it an unfiltered beer. By keeping the yeast unfiltered, we were able to retain high levels of Vitamin B, known for restorative properties. To put travel into Betsy’s DNA, we married flavours from our home Hong Kong with flavours from our launch route, the UK. We called it Betsy after Cathay Pacific’s first aircraft, a 1946 DC-3.

Execution

Initial promotion batch of 4,800 bottles launched on 1 March 2017 has grown to over 50,000 (as of 1 April 2017) bottles brewed and delivered direct to customers in airport lounges and onboard 43 weekly flights between HK and UK in First and Business Classes. Due to popularity, production will be extended permanently and Betsy now to be rolled out on other key market routes starting in June (including Australia and Japan). Currently testing production in cans to extend Betsy into Economy Class. Betsy is also now being supplied for sale at retail outlets in Hong Kong.

Outcome

942% increase in beer production since launch

(4,800 to 50,000+ bottles)

$104 million editorial value equivalent

(100x campaign budget)

97x return on ad spend

(attributed online flight sales)

Contributed to 24% revenue growth on UK routes

(Business Class sales, Mar 2017 vs Mar 2016)

83% of customers said Betsy

differentiated the Cathay experience

(n=2200, passenger survey)

74% of customers said Betsy

enhanced the Cathay experience

(n=2200, passenger survey)

Cathay plans to roll Betsy out on other key routes including Australia and Japan

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