Phase 1: Strategic OOH ad placement in premium shopping districts, target “those with taste". We’re challenging traditional blue-collar male-centric beer marketing by celebrating a refined, modern female audience that appreciates a quality beer.
Sleeman
Brewed For Those With Taste
The problem: Sleeman can’t compete for the #1 beer company spot against Molson and Labatt when it comes to the blue-collar male target audience… so let’s find a new audience.
Key insight: Women don’t see themsleves in beer marketing.
Big Idea: Sleeman is there for women with taste.
By mimicking the aesthetic of high-end cocktails before revealing the product, we bridge the gap between "beer" and "sophistication."
The team:
AD: Noa Elfassy, Rachel Reid, Raabia Basaria CW: Noa Elfassy, Silas LeBlanc
