ABC EXTRA STOUT

      1. Competitors had closed the perceived quality gap, with consumers viewing rival products as equal in quality.

      2. Younger consumers found the stout’s strong taste overwhelming and stopped trying it altogether. The stout’s taste usually needed a few trials before the taste was acquired.

The campaign focused the brand’s key quality attributes namely, leadership, craftsmanship, excellence in roasting and awards. The task was to create a campaign that reaffirmed ABC Extra Stout’s superior quality while celebrating its bold, distinctive taste—an acquired preference for those who truly appreciate stout.