Squinty eyes, puckered mouths and red faces make up a large part of Moa’s new campaign for its sour beer range, which Moa says people either love or hate.
The standout aspect of the campaign are its outdoor posters, which feature the scrunched faces of people who have just tasted something very sour.
Moa marketer Jesse Shanley says there were a few reasons Moa created the latest campaign for its sour range, which includes ‘Sour blanc’, ‘Cherry sour’.
“Firstly sour beer has a very different taste to normal beer or craft beer, to the point that people don’t think it is beer at all,” Shanley says. “This sparked the idea that we shouldn’t be promoting it like beer, the advertising needed to reflect the product, shocking, bright, full of flavour and defiantly not your usual.”
Shanley says the puckered faces of the campaign are expressing a genuine reaction after trying the beer.
“It’s a very unique product that creates a bit of controversy. You either love it or you hate it.”
The campaign also features posters with quotes from people who have tried the beer. And unlike most advertising, the negative (but funny) comments are included too. Like the one below, for example:
In regards to creative, the photographer used was Matt Queree, Moa also used its in-house designer Todd Wilson who also designed the beer labels.
Shanley says Moa worked with Shout billstickers for the campaign, and the posters feature in Auckland, Wellington and Christchurch. The brewer also used Facebook Canvas, EDM and social media to push it out and is working with Undertow Media for PR, which is currently mailing out the product to trade and consumer publications.
Sour beers have been around for a while now, with Belgium leading the charge about a hundred years ago, with styles like Lambics, Geuze and Flanders Red Ale and the United States following suit, with sours first coming to the States in the 1970s.
New Zealand has caught on and now a number of breweries are concocting their own sours. Including breweries like Garage Project, Deep Creek, 8 Wired and others.
The craft beer industry in New Zealand is booming with ANZ's 2015 industry insight showing the craft beer business had grown by 40 percent over the year before and more than one third of New Zealand's 100 craft brewers are gearing up for expansion into offshore markets, according to Stuff.
The report shows the number of brewers doubled in the past five years, intensifying domestic competition. Strong demand increased growth for producers by 20 percent.