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Transition BentSpoke from a home grown brewpub to a successful retail product.
To redefine BentSpoke as more than just a great venue and translate the BentSpoke experience from the brew pub to a saturated retail environment with consumers who tend to stick with their tried and true brews.
Canberra gets a bad rap pretty much everywhere, but BentSpoke is proud of it’s roots and wanted to express this in a way that aligned with its brand DNA.
Align the campaign to the BentSpoke brand promise — Bend the rules of beer via a new campaign platform, Celebrate the Rule Benders. An extension of the core brand promise, the platform focuses entirely on the customer and invites the audience into the BentSpoke brand, to be a part of it and make it their own.
Capturing the BentSpoke brand promise, this campaign is bent — from copy to typography, activations and execution, it bends the rules, but doesn’t break them.