La Bête
The Beast reveals itself
A domino effect: creating a hot sauce / to turn a beer into a cocktail / to make it more appealing to those who truly have influence (bartenders) / to break into a saturated market.
Strategic challenges:
In a highly dynamic and competitive market, how do you get a previously confidential beer to emerge quickly?
Response:
By creating an ultra-rich, ultra-affluent universe to surprise 18-30 year-olds at every possible point of contact... even going so far as to develop a consumer ritual and a product innovation.
La Bête is revealed by moonlight throughout France, with billboards, social media content, press, an ambassador program and activations. The agency's creative and experiential teams have also devised a consumption ritual involving the creation of a derivative product - as well as point-of-sale and CHR animations.
The “Full Moon” evenings are one of the highlights of this collaboration. Several hundred establishments across the country will have the chance to take part in these exclusive events, which will take place once a month. These evenings will be an opportunity to discover La Bête beer and plunge into its captivating universe.
