problem:
hoegaarden’s sales in the uk are plummeting. how do we encourage parched punters to order a hoegaarden as their drink of choice?
insight:
brits are known to be too anxious to ask how to pronounce something, or to even attempt pronouncing.
idea:
we'll position hoegaarden as the fun and fearless brand, whose consumers are unapologetically confident and carefree. we’ll encourage customers to pronounce the beer without thinking twice about accuracy.
endline:
be(er) brave.
