With a faithful market of Castle Milk Stout enthusiasts, our challenge was to introduce the Castle Milk Stout Chocolate Infused variant into the rural and urban markets and breakdown the perceived negative intrinsic barriers while illustrating the brand’s forward-thinking nature.
Inspired by the wrapping of chocolate, our solution involved developing a look and feel for the Chocolate varient through unique wrapping and a series of taste testers. The experience of unwrapping the bottle covered in gold foil encouraged the connection to chocolate and the taste testers guided consumers to open up the palate to appreciate the intrinsic characteristics found in Castle Milk Stout Chocolate Infused.
In the rural market, younger consumers viewed Castle Milk Stout as an old man’s beer due to the brand’s strong history and heritage. The launch of the new variant was to convince younger consumers that the brand is innovative and forward thinking. This helped the younger consumers resonate better with the brand.
The product was well-received with consumers intrigued by the communication, packaging and taste of the product.