Dry Dock was the first brand we (Apparent) won from the Woolworths Liquor stable. It was a brand with some WA Craft history, but truthfully, had a fairly bland taste and their brand personality was no different. They wanted to target the average Australian male beer drinker and build a social presence.
The solution: We focused our social work around one benefit of milder flavoured beers – They’re easy to drink. Celebrating ‘taking the easy way’ provided an important “around the BBQ rationale” for drinkers – and allowed us to inject some fun and personality into the brand’s social work.
A social matrix was created, giving the creative team a flexible playground to generate social content across drinking occasions, flavour truths and brand fun like laziness memes & life-hacks, which worked well for engagement.
The strategy proved effective, resulting in consistent expansion of our work across Woolies alcohol brands including into the larger wine and spirits space.
