The challenge
Reboot Pelforth brand’s positioning and roll it out, integrating all the « classic lager » codes, without loosing its specialty beer DNA.

Our brand idea
Emphasize the brand’s special features, including its authenticity and strong personality, while improving perceptions on taste accessibility, freshness and status. Its local anchorage was also leveraged through a new brand story around French regions discovery.

Results
A full revamp, that allows the brand to stay on track with the market premiumization trend, along with an engaging national on-trade and off-trade activation program, « The Grand Tour of Régional Aperitifs »