Spikes Asia

The Altitude Brew

McCANN HONG KONG, Hong Kong / CATHAY GROUP / 2017

Awards:

1 Shortlisted Spikes Asia
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Scale Drawing

Overview

Entries

Credits

Overview

Background

Premium airlines compete in a world of perceived product parity – meaning they constantly compete for product innovation. After a harsh year of budget cuts and bad press coverage, Cathay Pacific needed more than ever to differentiate their premium customer experience. We needed to change the airline’s product perception, and help travellers see the Cathay Pacific experience from a new perspective. We also needed a unique way to breathe new life into their brand belief of “Travelling Well”. Our brief was to design something experiential that could be delivered directly into the hands of their most valued target audience: First and Business Class passengers. And with an initial total given budget of just US$100,000, we came up with an idea that would go above and beyond expectations.

Execution

To embody the spirit of “Travelling Well”, this product had to truly heighten the Cathay Pacific experience for beer-lovers.

So first we researched the science of a cabin. Engine noise, cabin pressure and humidity combine to dull our palate by up to 30%. We worked with brewing experts to increase 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. And by keeping the yeast unfiltered, we retained high levels of Vitamin B, known for restorative properties. We put travel into Betsy’s DNA by marrying flavours from our home Hong Kong (Dragon fruit and honey) and our launch route the UK (Fuggle hops).

Finally we crafted a unique visual identity for Betsy that celebrates Cathay’s brand heritage and core brand colour palette, and fused traditional Chinese design with a craft beer ethos.

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