HEINEKEN ICHNUSA
Ambra Limpida: the newly born from Ichnusa brewery
HEINEKEN ICHNUSA
Ambra Limpida: the newly born from Ichnusa brewery
All lined up for Ambra Limpida: the newly born beer from Ichnusa Brewery
Ours it was a challenge within the challenge: convincing the media to discuss beer in December, away from the peak season for beer consumption. And discussing a new beer even before its' arrival in large-scale distribution, when the product could only be enjoyed on tap, and in selected venues. A challenge that turned into an opportunity with a strategy that leveraged the anticipation of a new product that everyone was talking about, but that only a few had tried. A wave of media opportunities culminated in a press tour in the places of Ichnusa Ambra Limpida.
How do you communicate a beer that no one has tasted and doesn't even exist in bottles? By creating hype through multiple seeding actions. That's what we did with Ambra Limpida. With a debut for a select few at the brewery. Taking it to editorial offices. Generating so much anticipation for the first taste that it prompted people to line up outside venues, in the dead of winter. And we made it the focus of a mural on the "awakening" of Sardinia and a brewery that creates value for the island and takes care of the territory. Also, with the maintenance of a new "museum" in Cagliari.
