ABC EXTRA STOUT

Objective
Build ABC Extra Stout’s quality credentials while standing apart from increasingly similar category communication.

Strategy
Leverage The Most Exceptional Man platform to demonstrate quality through his discerning choice, rather than conventional product demonstrations which has been overused in the category.

Work
A bartender pulls out all the stops with fancy cocktails to impress our Most Exceptional Man. But he remains unfazed, choosing ABC Extra Stout instead for its exceptional quality. The confidence in his choice proves infectious, inspiring the younger drinkers to try stout instead.

ABC Extra Stout. Be Exceptional.