Crown Lagers’ position of “Australia’s Finest” premium beer had been eroded over many years of retailer discounting and myths regarding its brewing credentials. To combat this CUB wanted to bring a new “Super Premium” beer to the Australian market that could generate a positive halo effect for the Crown Masterbrand and bring to life the story of the brands inception.
Various territories of generating a Super Premium brand and the Crown Lager story were developed. Significant elements of these territories were then brought together to create the final brand story.
Work conducted whilst at Landor.