Process & Approach: Before ideating, we conducted in-depth research that revealed a significant cultural shift toward mindful drinking and non-alcoholic options. Key insights included the rise of craft breweries like Athletic Brewing and Wellbeing, the adoption of non-alcoholic beers by major players like Heineken, and the growing popularity of sober-curious lifestyles—especially among Millennials and Gen Z. Social media and influencer endorsements further amplified the movement, with 24% of Gen Z trying non-alcoholic drinks due to celebrity influence. These findings guided our strategic approach to position Bero as a trailblazer in non-alcoholic pub culture, offering an inclusive and engaging experience for this growing demographic.

Key Campaign Ideas:

• Bero Pub Quiz: A lively, interactive trivia experience inspired by English pub traditions. Focused on pop culture, sports, and fan-favorite topics like Tom Holland, the quiz fosters community engagement while driving brand loyalty.

• Immersive Pop-Up Experience: A visually stunning pop-up in NYC, featuring life-sized cans engraved with Tom’s personal stories and interactive elements like mirrors for attendees to add their own unique touch. QR codes drive purchases, while a VIP launch event creates buzz and exclusivity.

• Pub Party Kits for Media & Influencers: Custom gold coolers filled with everything needed to host a Bero Pub Quiz at home. These kits drive organic exposure and intimate brand connections, blending sociability with the mindful drinking ethos.

Our multi-faceted strategy not only aligns with cultural trends but also builds a strong emotional connection between Bero and its audience, inspiring awareness and driving demand.