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Hansa Pilsener: Mechanic
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Beer brands almost always advertise to the 18 to 30-year-olds. But what about the over 30’s?
They buy A LOT of beer too...? Hansa Pilsener set out to differentiate themselves by appealing to this untapped section of the market, creating ads that spoke directly to the older crowd and not the younger generation. Leveraging the YouTube pre-roll format Hansa hid their ads in video content only the over 30’s would watch and the youngsters would skip. Content like how to build a treehouse and how to improve the resale value of your car. Once the under 30s had skipped the video changed into a Hansa Pilsener beer ad.
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