Hertog Jan Karakter® | AB Inbev | Product innovation, design & campaign | 2005
Communication is more than just a successful advertising campaign. Communication starts with the product itself. With the right proposition, the positioning, the design, the position on the shelf and the 'user experience'. But if a product innovation is based on brand values, only then does it really add meaning to the brand story.
Result of the successful campaign the Dilemma of Arcen: Hertog Jan Karakter. An amber-coloured beer that derives its fruity and especially malty taste from Hertog Jan prestige malt. An exquisite selection of up to four different malts. We created the campaign, invented the beer and the name and wrote the positioning and brand story.
CONCEPT Rob Severein, Twan Thorn, Gerard van den Broek