SUPERHEROES
CONTEXT
Bergenbier wants to strengthen its positioning as the “beer of friends” and to bring to life its iconic brand signature “Friends Know Why”, in a new brand image campaign.
STRATEGY
Approach: Remind the “beer skippers” that the group of friends is not complete without them. Missing the group gatherings again and again affects the others. That’s because each and every friend in the gang is important for the zeitgeist of the entire group.
IDEA
A campaign showing how each friend offers the group a special power, contributing to the great experiences together. In a way, their “friendship powers” turn them into some sort of superheroes, and each group becomes a league of superfriends.
That means that even the friends who never show up for group beers have their own superpower… but there’s a catch to it. Not showing up turns you into The Invisible Man – which you’d say it’s something cool & desirable. But not when it comes to missing the gatherings with your friends. And this is exactly the twist – only in this campaign, The Invisible Man became the least desired superfriend power, because he’s in fact The Invisible Man Over Beer. And with such cool superfriends, would you really like to embrace such a non-desirable superpower?
TVC
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