Context: Schneider was perceived as a low-priced beer and they were losing consumers to more premium options.
Insight/Idea: Re-position the brand based on the importance of being genuine. The tagline "The world needs you just the way you are" celebrates individuality and how important each person’s contribution is to a group of friends.
Why This Case: This campaign changed the brand’s perception quickly, driving consistency across all business channels including non-traditional activations, promotions and point of sale.
Results: After the campaign’s launch, top-of-mind recall significantly increased by +50%, total ad recall was +60% and spontaneous brand awareness was +28%. We were able to reach the same top-of-mind awareness as the brand’s primary competitor, whose budget was twice as much.