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A CRATE IN FRONT OF YOUR WINDOW:

HOW MAESCONQUERED PEOPLE'S

HEARTS THROUGH EXPERIENCE

MARKETING.

PechaKucha, May 23th

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MAES in 2008

MAES

• Low product credentials

• Low social consensus

COMPETITION

• Very strong brand leader –

everybody drinks the same beer

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TIME FOR A TURN AROUND

NEW BEER

NEW PACKAGING

NEW COMMUNICATION

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COMMUNICATION APPROACH

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CREATE AWARENESS AND

ATTENTION FOR THE NEW MAES

STIMULATE & NOURISH THE

DEBATE AROUND PILS

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STIMULATE & NOURISH THE

DEBATE AROUND PILS

Put the beer in the hands of people –

stimulate mass trial

Invite beer drinkers to reconsider their choice -

change habits

Speak with confidence –

install a real Maes challenger attitude

Act instead of tell –

prove your positioning by being close to the target

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STIMULATE & NOURISH THE

DEBATE AROUND PILS

What do we have to do?

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Facts for Flanders

Over 2 weekends in June 2009

24.000 crates new MaesPils

Of which 12.000 could be reserved via

maes.be, all gone within 24h

110 teams on the road with 114 vans

Resulted in

• A lot a free press

• A lot of email addresses

• A lot of sympathy amongst the target

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THANK YOU