London pride
brand transformation
– PAST EXPERIENCE FROM CUBO DRINKS –
Dramatising the enduring Pride that goes into brewing cask ale
We partnered with Asahi Group to transform their London Pride brand, giving it the scale, value and relevance that it deserves in the UK and the global ale category. Our work included refreshing the brand’s purpose, provenance story, brand idea and the brand’s in-market presence and experience. All of these elements were crystallised through a new comms idea for the brand.
‘Taste the Pride’ was born from the idea that pride has to be earned – it is not handed on a plate, it takes enduring effort.
Cask ale demands far more effort to produce and care for than many drinkers realise. At the brewery, generations of experience are passed on, as the liquid is crafted to exacting standards. All that effort can easily go to waste if a pub’s beer lines are poorly kept.
Our brand idea is rooted in both the product and the pub experience, heroing the steps taken to achieve a real sense of pride. The platform can easily stretch to a range of future comms, touching on drinkers, wider culture, and sports (including the brand’s current London Marathon sponsorship).
Developed in collaboration with liquid photographer David Lund and pub signwriter Nick Garrett, the first stage of our campaign was rooted the product in London pub culture. This visually showcased London Pride in a truly stunning, dynamic way – never seen before in ale or traditional beer marketing. It not only transforms the way the brand is viewed and consumed, but also the way that beer drinkers view ale.
The campaign was brought to life across OOH, trade mentoring programmes and social media.
