Payoff: Where there’s a Will

We launched in 2009 to cater to the increasing demand for an easy to drink stout at a reduced price, Williams Dark Ale is a symbol of self assurance and confidence especially designed for those who have the WILL and aren’t afraid to make those out-of-the-line choices.

The brand needed to shore up its affinity scores and we were charged with developing a plan that pushed Williams in the faces of the target consumer. We deployed a Nation-wide outdoor campaign that saw the brand’s visibility increase significantly and with other marketing support techniques deployed, saw an increase in sales.

Identity and Packaging, Radio, Outdoor, Press, Activation, Promotions