Lucky Saint | B Corp™ didn't win because they had the highest score on advertising tests (even though their ads are fantastic!), they won because they have a very single-minded approach to marketing their product. They know the people they are trying to serve (they even opened their own pub to better understand their on-trade behaviours and needs), brew ONE fantastic alcohol-free beer for them, make sure the beers are available where and when these people might need them, at the right price, make the brand visible and appealing and create a great experience at every touchpoint. That is how you build a successful brand and business: Work out your audience's behaviours and desires and focus your entire marketing & business focus around them. #postdigital #media #marketing https://lnkd.in/dSSxa_9q
Ana Candela
11mo
Love the ad. Witty and very tempting! And yes, that on its own doesn’t explain their success. It takes a real understanding of your target public and your product to achieve what they have. Looking forward to tasting it!
Global CEO, Local Planet
10moI couldn't agree more Koen. My son-in-law is employee no.7 at Lucky Saint and the founders and whole team which is now 60+ has a pure and laser-focussed determination to disrupt the industry with the best alcohol free lager ever invented - the product took ages to perfect and their marketing is based on the undeniable principles of branding ie that a truly successful brand is at its heart, a promise delivered. The abandoned pub in London which they rescued, is also now their head office. If you're lucky, and pop in for a pint, you might also be served a portion of home-made pork scratchings. If you are by any chance interested in distributing the product in Spain I can connect you 😊