The challenges. • Misrepresented: The J.W. Dundee brand was mis-categorized
within the beer segment—often being placed with the lower-shelf, sub-premium ...
Dundee Ales & Lagers Brand Refresh
Crafting the ultimate craft beer strategy How proper brand positioning can lead to increased sales opportunities
The ASSIGNMENT
Reposition J. W. Dundee’s Ales & Lagers so consumers recognize them as craft beers
The challenges
• Misrepresented: The J.W. Dundee brand was mis-categorized within the beer segment—often being placed with the lower-shelf, sub-premium products • Undervalued: Needed to convince retailers and distributors that the J.W. Dundee line of products was worthy of being placed with the higher-end craft beer offerings • Image problem: Due to a lack of strong brand packaging, there was no awareness of the relationship between the various J.W. Dundee product styles
The idea
• Repositioned the brand so it would resonate with the craft beer drinker leveraging the strategy that to this audience, the beer they drink does not define them, it reflects them • Created the “Be Yourself” umbrella position for the Dundee brand—inviting consumers to choose a style that fits their mood, mindset, or meal • Redesigned the bottle labels and packaging for a more unified and craft beer look
the rOI (Return On the Idea)
• Invaluable buzz both within the trade and consumer media including Brand Week, Beer Advocate, and several industry-related Web sites • Placement on a higher shelf with the recognized craft beer leaders see samples on back
• Distributor, retailer, and on-premise excitement and support resulting in expanded shelf facings and bar placements • Dundee Craft Pack sales are up 45% versus a year ago
“As a person in the industry, I would say this makeover is pure genius and will definitely result in increased sales. They’ve done as good of a job as I’ve seen in my ten years in the business.”
– George F. Bradley III, General Manager, Westy’s Beer Distributor, Inc.
Let’s talk ROI: Return on Ideas
Dundee Ales & Lagers Brand Refresh
Choosing is half the fun. (You know the other half )
www.DundeeBeer.com
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SEASONAL POS
TAP HANDLES
www.DUNDEEBEER.COM
TEMPORARY POS
PACKAGING
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