Meantime Brewing Shared 20,000 Free Pints of Unbranded Beer
Laura McQuarrie — April 28, 2018 — Marketing
References: freeproperbeer & campaignlive
In what is being called the "the ballsiest blind taste test London has ever seen," craft brewer Meantime decided to share 20,000 free pints of unbranded beer with people in London.
On FreeProperBeer.com, people had the ability to register to claim their free pint and were then directed to one of the 200 local pubs in the area to use their voucher on a designated day. By stripping away all the logos and marketing, Meantime created an experience where its product had the chance to truly speak for itself. However, about 10 minutes into the blind tasting experience, the participating beer drinkers received a text with details about the beer they'd been enjoying, including the fact that it came from Meantime.
As popular as craft beer is, it can still be difficult for consumers to navigate the many choices available. To remedy this, Meantime devised this "no risk" stunt to encourage product discovery.
On FreeProperBeer.com, people had the ability to register to claim their free pint and were then directed to one of the 200 local pubs in the area to use their voucher on a designated day. By stripping away all the logos and marketing, Meantime created an experience where its product had the chance to truly speak for itself. However, about 10 minutes into the blind tasting experience, the participating beer drinkers received a text with details about the beer they'd been enjoying, including the fact that it came from Meantime.
As popular as craft beer is, it can still be difficult for consumers to navigate the many choices available. To remedy this, Meantime devised this "no risk" stunt to encourage product discovery.
Trend Themes
1. Blind Beer-tasting Campaigns - Creating unbranded beer tasting experiences to allow products to speak for themselves.
2. Craft Beer Navigation - Helping consumers navigate the multitude of craft beer choices.
3. No Risk Product Discovery - Designing stunts or campaigns that encourage consumers to try new products with no risk involved.
Industry Implications
1. Craft Brewing - Craft beer companies can take advantage of unbranded tasting experiences to showcase their products.
2. Consumer Goods - Companies in the consumer goods industry can use similar tactics to help consumers discover their products.
3. Marketing and Advertising - Marketing agencies can incorporate no risk product discovery strategies into their campaigns for clients.
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