Cannes Lions

Tiny Pub

THE GLUE SOCIETY, Sydney / LION / 2021

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Overview

Background

Emerson’s put a lot of effort into crafting our beer. And we feel the same way about drinking it. Taking time to appreciate it, without the unnecessary distractions most bars come with.

To show the world the way we think our beer is best consumed, we created the Tiny Pub.

Inside punters found a space that was painstakingly crafted with everything needed to enjoy the perfect beer, and nothing more. It could be booked in pairs for 27 minutes – just the right amount of time to enjoy a pint, and appreciate the tiny dart board, mini piano, and Tiny Pub Gazette newspaper.

The pub was taken to 20 picturesque locations throughout NZ, far away from other pubs. By the conclusion of the campaign Emerson’s had its highest ever brand awareness, had turned a 12% sales decline in supermarkets into a 14% increase, and even sold out of product nationwide.

Idea

We created the Tiny Pub – a two man bar with everything you need to enjoy the perfect beer, and nothing more. The antidote to modern gastropub monstrosities, the pub went on a national tour, where people could book in pairs for a taste of everything Emerson’s holds dear about the beer drinking experience. This also proved fortuitously timed as the country emerged from lockdown - with people desperate to catch up with mates for a socially distanced beer. The sessions lasted 27 minutes – the perfect amount of time to enjoy a pint and the pub’s features, including a tiny piano, mini dartboard, and even The Tiny Pub Gazette.

Execution

The Pub itself was crafted to be a mini version of traditional English pubs, rich on character and charm, full of interesting mini tidbits, and light on modern fads. It embarked on a national tour lasting several months, setting up in picturesque locations throughout the country. We also captured content along the way which has been rolled out in a social and online campaign. Plans are already underway for the 2021 tour.

Outcome

At launch the Pub was featured on national television, and subsequently the entire tour booked out before a single pint had been poured. Emerson’s experienced the highest brand in its history as a result of the tour, and reversed a 12% decline in supermarket sales into a 14% increase. In fact sales were so strong that Emerson’s completely sold out of their beer by the conclusion of the tour.

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