Jimmy BringS
Fruity Beer Category Launch
It was a world where beer was dying, seltzer was meh, and Hard Solo Hard Rated didn’t exist yet. The gig was to take an entirely new category to market and unlock the portfolio play within Endeavour Group (Dan Murphy’s, BWS, Pubs, etc) that was right for Jimmys.
Our target market, the ‘Uncomplicated Dabblers’ were far from non-drinkers. It’s just they were more here for the tasting room bit of the brewery tour than hearing about fermentation temperatures. They loved flavour, not talking about it.
“Bring Your Flavour” encouraged our dabblers to flaunt their style, with a nice tight parallel to the Jimmy Brings brand delivering personality.
No over-intellectualising the new category. Just a bit of main character energy: Bring the party. Sort the drinks.
12% Prompted Awareness (double normal expectations for a new brand)
Highest Gen Z over-index of any beer sub-category
Only $7,000 total production budget, concept through to outputs
