Our brief from Australian Beer Co. was this:
Give us a new beer brand we can make and market in the country, with a view to scale at a later date.
Launch locally and build from there.
Be born as a beer by the country, for the country, but recognise an ambition to possibly ‘rock up in the big smoke’ later in life.
We wanted to create a name that was intelligently disruptive in the beer category; memorable but with a sense of the easygoing country personality.
On the surface the name POETS doesn’t seem to relate. The discoverable acronym of this name is where the magic, the humour and the emotional connection lie. Look it up!
Through a comprehensive beer category audit and deconstruction, we knew that we needed to create an ownable country mascot that reflected the brand positioning and personality.
There are few things more country Australia than a laughing kookaburra.
None of the big beer players in the market owned red and we wanted our primary, secondary and tertiary packaging to stand out like the proverbial dog’s balls.
A part of our job was to envisage how the brand would come to life outside of the packaging across multiple comms and touch-points.
Consistency, stand-out and a smidge of ready wit to refresh the soul was the order of the day.
From ground zero after one year in market, and with no above or through the line spend, top-line numbers are currently forecast at 250k cases annually, and POETS is the largest growing beer in mainstream category.
“In early 2022, we embarked on a daunting yet exciting journey. We had the ambition to disrupt the giant, incumbent mainstream beer brands with a new to world brand that offered the balance of safe traditional mate-ship cues with the excitement of amore modern brand expression. A brand born in the country that could one day travel into the metropolitan areas and deliver for those consumers to access the significant profit pools and build a sustainable powerhouse brand for the future.
“It was a difficult brief, but one made possible thanks only to a crack team. From category de-coding, through to insights, brand identity, visual design, launch plans and future innovation pipeline, it was a highly collaborative effort which is what was required to soak up all the experience and creativity of the project team.
“P.O.E.T.S launched in late 2022 and is already flying along well ahead of expectations and will be a significant beer brand in the marketplace for years to come.
“Quite simply, Tony, Craig and the team from The Creative Method were absolute legends to work with and their thinking that they bought to the table demonstrated that they are at the top of their game. Strategic, nimble, pragmatic, creative, smart, fun… what more can I say about those characters?”
Ben Slocombe, Marketing Director, Australian Beer Co.
POETS Country Lager
We were challenged by Australian Beer Co. to create a new beer brand that would stir-up the big boys and take market share off Australia’s largest selling beer, Great Northern, and Furphy.
Oh, is that all?
Australian Beer Co.
Point of Sale