CORNET

TOGETHER, WITH CORNET.

“If you want to go fast, go alone. If you want to go far, go together.” An African saying that still stands strong. True marketing impact requires a strong and longterm relationship between agency and marketer. Eventually, that relationship can become a true partnership. In the particular case of CORNET, ‘together’ is much more than a tagline…

Imagine Impact: EFFIE Award.

Despite the growing strong blond beer category, the market overload in small craft breweries and the overall decline of the worldwide beer industry, CORNET has known a positive growth in both volume and marketshare as from the start of our relationship in 2015. The aided awareness went up to 75%, our social community stands +33K strong on Facebook alone, CORNET is the best selling beer of the Swinkels Family Brewers in Belgium. This resulted in an EFFIE Award (marketing efficiency award), the Advertiser Personality Award and a finalist nomination for Marketer of the Year.

Strategy: don’t go offroad.

We believe that a strong strategic idea will give return on investment, if you stick to it time and again, on every touchpoint, without compromises. For many brands, the strategic idea lies already inside the brand promise, the heritage, the product. The CORNET recipe, an oaked strong blond, has a beautiful history that has never been told. It goes back to medieval times. That story inspired our strategy, the oaked product feature determined our branding. The Knights of Good Taste is our strategic idea: it refers to the code of conduct and respect of the knights of the round table, it is translated into the brand logo, the oaked wood is always present in the key visuals. The brand baseline holds it all… ‘together’.

DALLAS &KOO I CASE CORNET

8,5% strong beer, 360° strong campaign

The core strategy and core brand features were executed on all touchpoints, without compromises. Brand and strategic impact was delivered in tv commercials, online video, POS, print, outdoor and packaging, for 5 years in a row. Dallas Antwerp offers the skills to deliver on every touchpoint. Digital marketing impact was delivered in paid & organic social, digital touchpoints (website, newsletter, display ads) and in e-commerce.

Impact

5 year intense partnership / 75% brand awareness / +33K active social media fans / EFFIE Award / Advertising Personality Award / Marketer of the Year finalist / salesnumbers under disclosure

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Lead agency : DALLAS

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