Teer: The beer that breaks conventions
We were given a task: launch a newly established brewery with a special niche – non-alcoholic beer. Our mission was to name the brewery, package their beer in whatever way, and market non-alcoholic beer to the 18-25 age group.
First, we investigated the idea around the product. Why does it exist, who drinks it, and why do people choose it over regular beer? Our research showed that most people drink non-alcoholic beer as a compromise. Sometimes they wanna fit in socially without becoming intoxicated, perhaps they have health problems, or they have previously had problems with alcohol. There are many reasons to choose non-alcoholic, but one reason we never encountered was "it tastes better".
We thought around the idea of replacing every other beer with a non-alcoholic one, but it turned out to be too expensive, especially if you are a student. We wondered if we could market non-alcoholic beer as a health drink for training, but realized it was not practical. Marcus, who is athletic, tried drinking a non-alcoholic beer before a workout but felt sick just 5 minutes into the session.
So we continued and pondered the target group. What do people in this age group like? Binge drinking, gym, and social media?
Since we hadn't got a clue what these people are into, Google Trends became an invaluable tool for us. We searched various trendy topics, such as tarot cards and healing crystals, but these had already peaked around 2020 and were already on their decline. But suddenly we got an idea - Boba Tea! This phenomenon from Asia had recently become very popular among teenagers and young adults. We delved deeper into tea and coffee and found that many young people prefer tea over coffee.
We decided to try something new. We put a tea bag in a glass of non-alcoholic beer. And it worked.
We discovered that it solved the problem with non-alcoholic beer. A good beer taste with tea undertones that enhanced the experience. With new energy, we began sketching different ways to package the beer. We considered various options, such as square cans, bottles in different colors, and even selling the beer as a tea bag that you just need to add water to. In the end, we landed here.
Teer, Tea & Beer. A sleek can that combines the classic beer design with a traditional tea box. We use two different designs that clash hard so that our product will be memorable and stand out on the shelf.
We have also been inspired by energy drink cans, both in attitude and use. Almost everyone knows that tea can both invigorate and calm down. We have chamomile tea that is perfect for winding down, and lavender tea that can help with anxiety while it can give a little kick. Therefore, we have created two different drinks. Our invigorating drink, Lethal Lavender, contains caffeine and is the perfect alternative for students. Instead of drinking six Monsters and damaging both body and brain, you can drink this and stay alert without crashing.
Our calming drink, Deadly Chamomile, works as an evening drink. A way to wind down after a long day when the stress is still lingering.
Two Drinks, One Cup which is used in our Out Of House campaign is a humorous and nostalgic reference that alludes to a viral video that many students remember. We chose it because we know that a confident attitude that is humorous will be well received by the target group. It helps us to create a feeling for the brand. We want our brand to be embraced by, for example, skateboarders, who like that kind of brand.
Another way of marketing our product is by using influencers. As the brewery has limited resources, we would send out cans to certain influencers who tend to do "haul" videos. We do this to try and just spread the brand a bit, and to start a conversation about the product. "Combining Tea and Beer? That's crazy!"
The names of our products and our copywriting are all parts of an attempt to create viral spread. We are betting that if someone laughs at our outdoor advertising, they take a picture and send it to a friend, or at least remember it when they see it on the shelf in ICA or Systembolaget, and
are inspired to try something new.
are inspired to try something new.
The Short Version:
Client: TEER Brewery
Problem: They need to market their new beer with limited resources.
Insight: Tea and Alcohol-free Beer is a great combination.
Solution: A Campaign aimed at 18-25 year-olds that uses fun tonality, influencers and a really attractive looking can.
