“The Beer that Speaks for Itself”- Literally: Using Innovative marketing to disrupt and capture consumer’s attention—— Mike

THE BEER THAT SPEAKS FOR ITSELF- LITERALLY MAY 2015

©2015 Shock Top Brewing Co. “Shock Top” is a trademark of Anheuser-Busch, LLC.

TISSUE SESSIONOctober

OUR STRATEGY

THE WORK

RESULTS

WHERE WE’RE HEADED

TODAY’S AGENDA

OUR STRATEGIC BULLSEYE

THE WORLD IS BEING ORGANIZED AROUND INCREASED CHOICE

TV CHANNELS PER HOUSEHOLD

189

SQUARE FEET- MEDIUM GROCERY STORE SIZE

46,000

APPS IN THE APPLE’S APP STORE

1.2 million

46,000SQUARE FEET -

MEDIUM GROCERY STORE SIZE

THE CRAFT DRINKER

THE WORLD IS BEING ORGANIZED

AROUND INCREASED CHOICE

DISCOVERYHAS BECOME A KEY DRIVER OF CHOICE

“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.

THE CRAFT MARKET HAS BECOME TOO COMPLEX

“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.

THIS OVERWHELMING AMOUNT OF CHOICE AND COMPLEXITY IN TODAY’S

MARKET HAS LED TO OVERWHELMED CONSUMERS

WE NEEDED TO FIND A WAY TO STAND OUT FROM THE CLUTTERED ENVIRONMENT

THIS OVERWHELMING AMOUNT OF CHOICE AND COMPLEXITY IN TODAY’S

MARKET HAS LED TO OVERWHELMED CONSUMERS

72% of young millennials from all over the world said entertaining content is what they expect from brands – Source: Facebook’s “Coming of Age on Screens” study

When asked, “How would you want a brand you like to act towards you” 32.5% of Canadians 25-34 responded “entertain you” (128 index) - Source: Global Web Index

“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.

BRAND POSITIONING

LIFESTYLE, FUN SERIOUS

MASS

PREMIUM

“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.

THE WHITE SPACE:

A unique beer with a

big personality and

COLOURFUL CHARACTER

FIRST BREWED IN 2006

Original Wedge Head

SHOCK TOP COMES TO CANADA

CORE CREATIVE IDEA:

CORE CREATIVE IDEA:

THE BEER SPEAKS FOR ITSELF

GUARDRAILS

WEDGEHEAD IS THE VOICE OF OUR BRAND AND IS CENTRAL TO OUR CORE CREATIVE IDEA.

WE DON’T NEED TO RELY ON FANCY COPY OR PRODUCT IMAGERY TO MAKE NOISE, HIS PERSONALITY DOES THE HEAVY LIFTING AND DRAWS ATTENTION FOR US.

THE WORK

MURAL OOH

ANIMATRONIC TSAs

MOTION-CENSOREDBATHROOM ADS

I detect the scent of wheat,

coriander, and orange peel.

Atta boy!

WILD POSTINGS

OOH CAMPAIGN

SOCIAL CAMPAIGN

THE RESULTS

SLIDE 27: WHEAT

BALE IN SHAPE OF

BOTTLE

BUSINESS RESULTS

Achieved 125% of awareness target

Trial doubled post campaign, + 121 % vs. target

DIGITAL RESULTS

• Achieved 131% of digital view target

•52% engagement for “The Dress”

•Twitter engagement +400% vs. Target

•Facebook Video CPV of $0.01

•+5MM total views thus far

AWARDS & ACCOLADES

“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.

CONSUMERS ARE LOVING IT

CAMPAIGN ADAPTATION

“Shock Top” is a trademark of Anheuser-Busch, LLC. Other trademarks are owned by their respective owners.

WHERE WE’RE HEADED

CLEVER OOH CREATIVE

CLEVER OOH CREATIVE

SHORT FORM VIDEOS

1. WE IDENTIFIED A WHITE SPACE IN THECRAFT BEER MARKET

4. WE USED DISRUPTIVE ADVERTISING TO BREAK THROUGH THE

CLUTTER AND STAND OUT

2. WE IDENTIFIED A RELEVANT CONSUMER INSIGHT

5. WE FOUND A WAY TO BE NIMBLE WITH OUR DIGITAL CONTENT

WHICH ALLOWS FOR REAL TIME, ENGAGING WORK

KEYS TO SUCCESS

3. WE GAVE WEDGEHEAD A UNIQUE VOICE AND POV

THANKS