‘Welcome to The Lake’ - Poretti

World Beer is the only bit of the beer category actually growing, which means every big brewer with a budget is piling in. Birra Moretti's got the distribution. Madri's got the spend behind a splashy launch. Angelo Poretti, Carlsberg Marston's challenger in the space, had neither. We were going to need to work hard to get noticed.

Beer's a social signal as much as a drink. People pick World Beer brands to say something about themselves - not just because it tastes good on a terrace. Problem is, the whole category's been saying the same thing for years: sun, tables, terraces, repeat. A fabulous opportunity to do something different.

So we eschewed the ‘postcard advertising’ of the category and built a platform around creating your own world instead, permission to be eccentric rather than aspirational. That gave us license to build "Welcome to the Lake" around Lake Como, where Poretti was actually founded; but pushed to the surreal to make it memorable and, more importantly, talkable. Populated with foxes cruising the water and a visual language pulled from fashion and editorial rather than beer advertising's usual playbook, our brand world stands in stark contrast to the pleasant but forgettable fare of the category.

How did it land? A 30% increase in awareness. Consideration up 15 points. And System1 rated it among the most effective beer campaigns of all time on emotional engagement and memorability.