London brewer Fullers has a lot to be proud of: award winning ales and international best sellers. Always close to their customers changing tastes, they wanted to explore the potential for craft beers that might take share from premium lagers.
Understanding internal capabilities and the essence of the Fullers brand was crucial so we started with stakeholder interviews. We particularly enjoyed the brewery tour with their Head Brewer!
With our heads full of information we ran an ideation session inspired by the current vogue for American craft IPAs. We mapped out positioning and branding options for blonde ales to compete with lager.
The result was the launch of Frontier. Cheers!