Otherside Brewing Co: We Need You to Buy This

This campaign aims to encourage consumers to support independent breweries in Australia by creating a more affordable craft beer – the first of many initiatives to come. The local independent brewing industry has been hit early and hard by the recent closure of venues and new restrictions being placed on alcohol purchases. With no time to waste, the team at Perth-based brewer Otherside Brewing Co convened a crisis session to interrogate possible responses to the rapidly shifting situation. It was evident that, in a market where incomes were going to be cut at an unprecedented rate, customers would become more and more price sensitive. Justifying the additional cost that it takes to produce handmade products would become harder. Last Friday, the team set themselves the challenge to deliver a craft beer as cost-effectively as possible. By Monday, creative communications agency Block had bought the idea to life by naming, branding and designing ‘PLAN: C’ SIMPLE ALE. By Wednesday, the brew team had a recipe and beer in the tank. Through some smart thinking and efficient use of resources, Otherside will be able to deliver a craft beer priced from just over two dollars a can to the door of Perth residents. Agency: Block, Perth.