Camden Hells were seen as a London only beer for craft ale drinkers. Therefore, the challenge was to drive awareness of the brand by taking it to the mass market, in order for it to become the biggest selling craft beer in the UK, all without losing its uniqueness and individuality.
Six and a half million people visit Camden every year, however although Camden is a Mecca for many, there’s millions more people around the UK who will never get to experience it for themselves. From punks in the 70’s to Roundhouse squat raves in the 90’s, Camden is London’s famous hub of counterculture, where societal norms are left firmly on the doorstep. It’s where the unconventional go to congregate. This is the uniqueness that Camden Hells represent as a brand.
Whilst distribution increases and rolls out across the UK, the idea was to showcase Camden Hells brand values, via a distinctive and individual new to TV campaign. The campaign needed to air in an unconventional way to give everyone across the UK a sip of Camden, stimulate conversation and buck the current trend of targeting only 18-39 men.
The ’Raise Hells’ campaign ran exclusively on ITV, launching in London with a 5’ x 4 teaser campaign, prior to a 3 ½ minute break takeover during ‘Cold Feet’ counter to the usual beer strategy of advertising in and around football. This helped to reinforce their brand values, by doing the unusual not the conventional. Placing the campaign in ad breaks around programmes that create a sense of viewer loyalty and conversation, helped them build brand affinity.
0 %Of Londoners who'd seen the ad, tried Camden Hells
0 %Up on brand respect for those aware of the ad
0 %Increase in Facebook followers
0 %Brand awareness in London vs 24% for the rest of the UK