Sleeman
Brewed For Those With Taste
It is time to celebrate women who love beer
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.
Phase 2: By mimicking the aesthetic of high-end cocktails before revealing the product, we bridge the gap between "beer" and "sophistication." This strengthens the message that beer isn't just a casual choice, but a refined beverage in the same category as the world’s most elegant drinks.
Phase 3: To bring the message to life we will host a New York Fashion Week pop-up event. By embedding the brand in an environment defined by high style and discerning taste, we move the conversation from "beer as a casual staple" to "beer as an elegant accessory."
Client:
Sleeman Breweries
The team:
Rachael Reid - Art Director
Noa Elfassy - Art Director
Raabia Basaria - Art Director
Silas Le Blanc - Copy Writer
Big Idea:
Sleeman sees women
Women don’t see themsleves in beer marketing.