Brand Experience and Activation > Product & Service

MUSIC BEER

LOLA, Madrid / MONKEY WEEK / 2012

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Overview

Credits

OVERVIEW

ClientBriefOrObjective

Monkey Week is the biggest independent music festival in Spain.And what makes it so special?That it happens in bars around the city, not on big stages.We needed to communicate this unique feature to potential sponsors, partners and media.

Effectiveness

49 out of the 50 prospects we reached called back.2 mayor beer brands want to sponsor such a “unique music festival”.Most of the music media talked about the beer and three major players already confirmed a partnership with us for this year.

Implementation

We decided not to do advertising, but to launch a beer brand: Monkey Beer.

6 different beers inspired by some of the most amazing stories in music history.Each beer had a unique design and was delivered with the other five in a limited edition six-pack.

Relevancy

A dark beer inspired by the mourning clothes Johnny Cash invariably wore on stage all his life.A bitter beer inspired by the bitterest moment in grunge history: Kurt Cobain’s suicide.A blonde lager beer inspired by one of the most irresistible blondes ever, Pattie Boyd (at least for George Harrison and Eric Clapton).A toasted beer inspired by the burning Montreux casino that originated Smoke on the water.A non-alcoholic beer inspired by all of the beers Amy shouldn’t have drunk in her life.And the most popular beer in the world, the Lager, inspired by the most popular song in history, Thriller.

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