Kaiser Design & Branding KAISER by Brand Union


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Industry Beers and Ciders
Media Design & Branding
Market United Kingdom
Agency Brand Union
Creative Director Ewan Ferrier
Designer Chris Blaydes
Released January 2012

Credits & Description

Category: ii. Core FMCG
Advertiser: HEINEKEN
Product/Service: KAISER BEER
Worldwide Development Director/Consumer Branding: Dave Brown (The Brand Union)
Creative Director: Ewan Ferrier (The Brand Union)
Account Director: Sam Yousif (The Brand Union)
Design Director: Patrick Bajohrs (The Brand Union)
Designer: Chris Blaydes (The Brand Union)
Senior Designer: Richard Holt (The Brand Union)
Media placement: Can - Retail - Supermarkets, Local Shops - 30th January 2012
Media placement: Bottle - Retail - Supermarkets, Local Shops, Bars - 30th January 2012

Describe the brief from the client
In 2010, Heineken bought Kaiser and a new positioning was defined for the brand. Kaiser was to become ‘Real Beer for Real People’. This platform, endorsed by Heineken, was identified from mass consumer research and insights from around 4,500 people in Brazil. Consumers in that region are seen as ‘Beer Experts’ who want more from a brand in order to be loyal. The Brand Union’s primary objective was to develop an idea that would appeal to the target market of predominantly lower middle and working class men, differentiate the brand from competitors and work across multiple touch points.

Describe the challenges and key objectives
It was discovered that thousands of the returning bottles arriving at the Kaiser brewery were from competitors Brahma and Sol. The bottles had to be cleaned of the competitor’s labels and have Kaiser’s labels applied. The bottles for all 3 brands were literally identical. It occurred to the design team that what mattered was what was inside; like the attitude of the ‘real people’ of the Periferia.

Describe how you arrived at the final design
‘It’s what’s inside that counts’ became a conceptual springboard for the brand’s new identity. The use of 2 parentheses to form a ‘K’, alluded to the concept, evoked the local design aesthetic of making something out of nothing, and provided the brand with a powerful icon and mechanism enabling Kaiser to enter into a dialogue with consumers, visually and verbally. The look and feel of the can is a direct response to ‘Real Beer for Real People’. The can’s primary aesthetic is a visible substrate of raw aluminium, which sets it apart from the over-designed approach of their competitors.

Give some indication of how successful the outcome was in the market

The project was a complete revival of the brand, which launched in January 2012. It’s in its early days yet, but there are positive signs of a shift in consumer perceptions of the brand. As it accounts for 60% of Heineken’s volume in Brazil, there is a strong drive to ensure the success of the brand through social media, PR, and advertising.