Hansa Pitch
Synopsis
Problem
Hansa wants to appeal to men over 30 and get them to buy their beer.
Consumer Insight
They say the 20s are the age of experimentation to learn your preferences, but once you reach your 30s, your preferences solidify. You know what you like and don’t like, especially when it comes to your beer.
Brand’s Role
Hansa is a heritage pilsener that doesn’t shy away from what it is and represents. In fact, men of the previous generation prefer drinking a Hansa, because it appeals to them: Men who are secure in their preferences.
Men who aren’t trying to be cool because they are cool with who they are now and what they drink. That’s why we say to every man over 30…
Big Idea
This pilsener’s for you
Deliverables
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Print
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Earned Media
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Digital Videos
Deliverables
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Earned Media
Once you reach your 30s, health quickly becomes a priority.
So we decided to take over a men’s health magazine to create a first-of-its-kind issue for men over 30.
Men’s Health issue that’s made for the experienced.
A Men’s Health issue that’s a manual for the under-30s to crossover to the over-30s, the Hansa way.
Where the models don’t have that “six-pack, chiselled bodies” look, but what an actual healthy over-30s look like. Where the topics encourage our drinkers to be authentically themselves, and the ‘hot sex tips’ aren’t about changing who they are but working with what they have.
An Authentic Men’s Health Magazine made for Hansa drinkers.