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

SabMiller | Fosterswww.vgc.in

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.

The Brand so far...

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.

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

01Rebrand art of chilling

RebrandingArt of Chilling

re-deﬁne art of chilling

beyond surf and beach

Chilling / Relax, Unwind, Take it easy, Be cool, Hang out,Calm Down, Take a Chill Pill, Chi-lax, Chilaxing, Rest, Cooool!,

a cool way of telling someone you sat around doing nothing

just relaxing

Chilling is• Good Friends• Good Music• Good Food• Nice Location• Lots of alcohol• Watching Tele

Chilling is anattitude,a style statement!

Meet the “Chillheads”

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

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

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

log on towww.aoctv.comfor some seriousforecasting

NUFOOD ME FOOD MENU

Fosters Food and Drinks Menu DRINKS M ENU DRINKS MENU

Fosters Lounges

branding via environment• environment branding

aligned with the brand’s positioninga three-dimensional experience

enforces better brand awareness and diﬀerentiationmaximum control over the brand experience

encourages traﬃc : both walk-ins and repeat strives to delight the ﬁve senses

services services services lounge chill pit bar area interactive bar areachill pit lounge interactive services services

F Avataar booth

ﬂange design

Customized lounges

Social media engagement

Gift a chill-head

Gift a fosters merchandize

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

Interview with “Chill Tribes"

Thank you!

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

by Vyas Giannetti Creative on Aug 23, 2011

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VGC | SabMiller | Rebranding Art of Chilling for Foster’s — Presentation Transcript

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