VGC | SabMiller | Rebranding Art of Chilling for Foster's

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The client gave us a brief... We re-wrote the brief.

Before embarking on the design process, we tried to understand the brand proposition of 'Art of Chilling' in the Indian context.

We proposed a re-look at 'Art of Chilling' beyond beach,surf and Bbqs. We wanted the 'Art of Chilling' to encompass a wider universe of chilling, which is more relevant in the Indian market.


Our vision was to create a solution that would be holistic and could be easily extended across different platforms and touch-points. From a theme bar to a local wine shop facade, the brand should echo the same language. The Brand should also empower the consumers with web 2.0 tools. It's not only about a 360º communication but it is about having a dialogue with the consumers.

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Published in: Design, Business, Self Improvement

VGC | SabMiller | Rebranding Art of Chilling for Foster's

  1. SabMiller | Fosterswww.vgc.in
  2. The Brief To design Fosters Theme bar with Brand Equity of Relaxation and international.Brand Positioning Fosters Art of ChillingFOSTER’S has a culture of relaxation around A relaxed way to enjoy life -itself, with a calm and dynamic attitude, a Sunday afternoons .. No thing else to worry about ..humorous and no-worries approach to things. No mood to get up and dress to jive to upbeat music and spend more energy ... Just the mood to sit back inLike its own self, FOSTER’S promises to infuse the mellowing sun by a poolside, gorge on some tastyeasy-going, sociable fun into those precious food and chilled FOSTER’S.moments of relaxation -a way of life that bindsrelaxation and enjoyment together, and is very A relaxed way to enjoy sportdifferent, very classy from the usual. FOSTER’S –the official chiller of the India Australia Series. At the stadium, teams enthrall fans whenFOSTER’S is positioned in the territory of idyllic chilling with Foster’s.relaxation, and takes away the consumer from At homes, fans enjoy sport the relaxed way –whilepushy enjoyment activities. It encourages the having Foster’s.consumers to relax and just be themselves,while having all the fun. A relaxed way in travel The FOSTER’S lounge/bar at the airport. Sit back andFOSTER’S communicates this to the consumer relax with Foster’s after the grueling schedule ofthrough the creative platform called security checks and baggage hassles. A soothing‘The Art of Chilling’. ambience with a refreshing drink.
  3. The Brand so far...
  4. Our ApproachHold on. Before we start designing theLounges. Lets take a step back and lookat what Art of chilling is all about in theIndian context.The client gave us a brief. We re-wrote the brief.Before we embarked on the design Research proofed not even 1% Our vision was to create a solutionprocess. We tried to understand the of Indian consumers referred to that will be holistic and could bebrand proposition of art of chilling chilling as surfing. Chilling is an easily extended across differentin the Indian context. attitude and a style statement platforms and touch-points. From which means different things to a theme bar to a local wine shopWe proposed the client to different people. For Tom facade, the brand should echo there-look at art of chilling beyond chilling could be reading a book, same language. The Brand shouldbeach,surf and Bbqs. We wanted For Harry it could be going on also empower the consumers withart of chilling to encompass a wider a adventurous holiday, For Jack web 2.0 tools. Its not only about 360universe of chilling, which is more it could sitting on his couch on communication but its about havingrelevant in the Indian market. watching tele and drinking beer. a dialogue with the consumers.
  5. 1 2 3Rebrand art of chilling Extend Art of Chilling 360º Dialogue into Lounges • Relevant to Indian Market • A three dimensional experience • Social Media Engagement aligned to the brands positioning • Beyond Beach ,Surf & BBQs Text • Strives to delight the five senses. • Extending the AOC platform to marketing communications & • Encompass wider universe • A Space design for Fosters to relax, collaterals. of chilling. interact and wind-down. • Activation of the brand. • Leverage the brand using Web.2.0
  6. 1 2 3Rebrand art of chilling Extend Art of Chilling 360º Dialogue into Lounges • Relevant to Indian Market • A three dimensional experience • Social Media Engagement aligned to the brands positioning • Beyond Beach ,Surf & BBQs Text • Strives to delight the five senses. • Extending the AOC platform to marketing communications & • Encompass wider universe • A Space design for Fosters to relax, collaterals. of chilling. interact and wind-down. • Activation of the brand. • Leverage the brand using Web.2.0
  7. 01Rebrand art of chilling
  8. RebrandingArt of Chilling
  9. re-define art of chilling
  10. beyond surf and beach
  11. Chilling / Relax, Unwind, Take it easy, Be cool, Hang out,Calm Down, Take a Chill Pill, Chi-lax, Chilaxing, Rest, Cooool!,
  12. a cool way of telling someone you sat around doing nothing
  13. just relaxing
  14. Chilling is• Good Friends• Good Music• Good Food• Nice Location• Lots of alcohol• Watching Tele
  15. Chilling is anattitude,a style statement!
  16. Meet the “Chillheads”
  17. Shady loves taking off on a holiday Howzzat enjoys a game of cricket Hats off is 24/7 awesome!Zen has mastered the Art of Chilling Clicker Happy captures the Umberella stays chilled out in perfect moment on camera the sun, rain or sandy beaches
  18. Amplifier likes all things loud Glider is a smooth operator Teleman surfs the channelsEve Spy knows what’s hot Dramarama stays chilled out no Whats up always knows whats matter what going on
  19. Surfer likes going with the flow Idea always has the coolest ideas! Slurrp likes it shaken not stirredBurp lives to eat and loves to feed
  20. log on towww.aoctv.comfor some seriousforecasting
  21. NUFOOD ME FOOD MENU
  22. Fosters Food and Drinks Menu DRINKS M ENU DRINKS MENU
  23. 1 2 3Rebrand art of chilling Extend Art of Chilling 360º Dialogue into Lounges • Relevant to Indian Market • A three dimensional experience • Social Media Engagement aligned to the brands positioning • Beyond Beach ,Surf & BBQs Text • Strives to delight the five senses. • Extending the AOC platform to marketing communications & • Encompass wider universe • A Space design for Fosters to relax, collaterals. of chilling. interact and wind-down. • Activation of the brand. • Leverage the brand using Web.2.0
  24. Fosters Lounges
  25. branding via environment• environment branding
  26. aligned with the brand’s positioninga three-dimensional experience
  27. enforces better brand awareness and differentiationmaximum control over the brand experience
  28. encourages traffic : both walk-ins and repeat strives to delight the five senses
  29. services services services lounge chill pit bar area interactive bar areachill pit lounge interactive services services
  30. F Avataar booth
  31. flange design
  32. Customized lounges
  33. 1 2 3Rebrand art of chilling Extend Art of Chilling 360º Dialogue into Lounges • Relevant to Indian Market • A three dimensional experience • Social Media Engagement aligned to the brands positioning • Beyond Beach ,Surf & BBQs Text • Strives to delight the five senses. • Extending the AOC platform to marketing communications & • Encompass wider universe • A Space design for Fosters to relax, collaterals. of chilling. interact and wind-down. • Activation of the brand. • Leverage the brand using Web.2.0
  34. Social media engagement
  35. Gift a chill-head
  36. Gift a fosters merchandize
  37. Beer Rally contest Kirti just finished sharing 20 Foster’s beers with her friends. JOIN THE BEER RALLY. Sharing is caring. Pass 20 Foster’s Beer to your Friends and redeem this status message in your local shop for a free Fosters Beer. Save Water , Drink Fosters, Hurry there are only 20,000 beers left
  38. Interview with “Chill Tribes"
  39. Thank you!

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