Extra brand power
For years Number One beer had enjoyed its amber nectar holding pride of place in the New Caledonian locals’ hearts. Then the inevitable happened: a challenge from newcomer Manta arrived, and they literally crashed the party, swaying the younger market from the traditional favourite. Brewer GBNC rose to the challenge and decided to plug a glaring hole in the market between their top selling larger and the stronger wine and spirit categories.
They did it with Number One Extra Malt, pitched squarely at younger males who wanted a little bit extra. 6.0 percent to be precise. An extra tasty, extra strength beer that drew on males cues and clearly still belonging to the No.1 brand. Through motoring metaphors, we engaged the market and left the distinct impression in them that No.1 listens to them, knows them well, and is still entirely relevant to them.