The time had come for the region’s largest brewery to refresh its twenty year old position held for one of its flagship brands, Stag as “the man’s beer.”
The campaign developed around expressing the “man time” created through male bonding moments shared when men share all kinds stories from their exagerrated encounters to the boasts of their strength and prowess all to the high praises and sometimes utter, raucous disbelief of their comrades.
The theme “What’s your story?” became part of unique bar promotions and social media campaigns through which men shared their stories to win acclamation and prizes.
The campaign reinforced and reminded Stag drinkers of the reason behind what made the brew “the man’s beer” and how much it was an enjoyed experience of brotherhood.