Hertog Jan Weizener® | AB Inbev | Product innovation, design & campaign | 2009
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.
Hertog Jan Weizener is an unconventional beer. It has a robust, fresh taste and a generous character. As a real summer beer, it strategically filled the gap in the Hertog Jan product portfolio. We came up with the concept of the beer, the positioning 'quirky wheat beer', the name Weizener and the proposition. Finally, we made the campaign.
CONCEPT Rob Severein, Jasper Jager, Leon Broer, Gerard van den Broek