LOC: LONDON, UK
The Objective
To disrupt the beer industry and establish Pinter as a household name. We needed to drive sales of the Pinter 2 unit and Fresh Presses by appealing to both tech enthusiasts and beer lovers.
The Challenge
Stigma & Economics. Home brew had a reputation for being messy and poor quality. Simultaneously, consumers were tightening belts due to inflation. We had to prove Pinter was premium and a money-saver.
Strategic Protocol
Economic Newsjacking: "Cost of Pint"
We leveraged the rising cost of living to position Pinter as the solution. By highlighting the cost-per-pint savings compared to pub prices, we secured coverage in national news titles like The Mirror and Chronicle Live, framing Pinter as a smart economic choice.
The "Gadget" Angle
We moved away from 'brewing' language and used 'tech' language. We pitched Pinter to Wired, GQ, and The Times as the ultimate 'Gift for Him' gadget, resulting in domination of Q4 gift guides and positioning the product alongside headphones and smart speakers.