We created a unique label that helps to rapidly cool the beer in an effortless way. To develop it we used a special absorbent paper to which we included a specific amount of salt. Thanks to its particular physical properties the salt turns out to be a crystal that absorbs heat. Therefore when placing a wet bottle of Mr. Monk in the freezer, it reacts and absorbs the heat.

To manufacture Mr. Monk’s Cooling Label we boiled a solution that contained 230 grams of salt for every liter of water during 20 minutes. We waited for the water to cool down to place the already printed special absorbent labels. We soaked them for 10 minutes to ensure that the particles of salt were absorbed. After this process they are left to dry at room temperature and then they are manually placed in each bottle. In icy environment the salt reacts and absorbs the heat around, that in our case is the liquid inside the bottle. Thus the beer cools in a much faster way.

Thanks to this idea the brand experienced a great awareness growth. Brand’s perception has improved significantly and it is now seen as young and innovative. We received hundreds of product request through the web site, not only from consumers but also from large supermarkets’ chains. We managed to position Mr. Monks as a real alternative to industrial brands. But what’s most important, with a minimum investment we were able to cool the beer 35% faster than other brands.

Our product resolved an important issue of our potential clients, offering an advantage that no other brand provided. We reach each of our clients, obtaining immediate satisfactory answers.

The strategy was to represent Mr. Monk’s innovative character. Cooling Label is the solution to not finding cold bottles of Mr. Monk in supermarkets. The brand stood up within a category where competitors only communicated its past and its history. Mr. Monk comes to change this focusing in young consumers who want to enjoy the best beer without waiting too much.

Mr. Monk is an Argentine craft beer. This type of beer is best enjoyed at a temperature between 8 to 14 degrees Celsius. Nonetheless, throughout the country, only well-known beers are placed in fridges at supermarkets. Therefore Mr. Monk is only available at room temperature. This represents a huge problem for those who want to enjoy an ice cold beer as soon as they get home. We then needed to create a solution that would be effective, inexpensive, and highly replicable across the country to reach every consumer of Mr. Monk.