The brand has teamed up with local artists to produce a series of pub facade decorations around the theme of “Music Inspired Art“. The facade in the example above is inspired by The Cure’s “Lovecats”.
This campaign appeals to me for a number of reasons.
Firstly, it creates powerful engagement at the point of consumption – a hugely important objective in beer marketing.
Secondly, it builds the brand’s personality through associations – music and art – that appeal to the brand’s focus audience.
Finally, it provides a valuable service to outlets, by creating attractive exteriors that will attract more visitors, so deepening the brand’s customer relationships too.
A great example of how to make point-of-purchase communications work much harder.
Image borrowed directly from the Comunicadores post, with many thanks