A refreshingly different launch for the World's Best Fruit Beer
Independent, Edinburgh-based brewer Innis & Gunn recognised a gap in the market for a home-grown fruit beer, so pioneered the use of cold-pressed fruit juice, sourced from the best hand-picked Scottish berries. The result is Melville’s Craft Lager, launched in two thirst-quenching flavours: strawberry and raspberry, with strawberry now officially the World’s Best Fruit Beer.
Whitespace were delighted to be appointed as creative lead, building a brand identity and an integrated campaign to launch the beer. This included a responsive website, also suitable for mobile, enhanced social media presence, Facebook advertising, and event collateral including beer mats and tankards, with the launch staged as a summer picnic, complete with short tennis, straw boaters and scones.
The beautifully crafted website features Melville’s Miscellanea - a celebration of British eccentricity and idiosyncrasies that define our nation. Shindigs & Things features weird and wonderful events such as the World Gurning Championship; and guessing whether bizarre British facts are true or false in the Facebook quiz app can win the visitor a coveted handcrafted Pashley bike.
Iain Valentine, Creative Director for Whitespace, explains how much the Whitespacers have enjoyed the collaboration: ‘This is simply a great drink; real fruit, real beer, and really good creative all mixed together. We are looking forward to sampling many more!’
Lucy Cross, Marketing Manager at Innis & Gunn, sums it up: 'It's getting harder and harder for brewers to achieve cut through in an increasingly cluttered competitive environment. Whitespace has helped us create a strong identity for the brand and delivered a campaign idea which we hope drinkers will really like. Melville's isn't a brand that takes itself too seriously and Whitespace understood the brief perfectly, taking our product values of quality and provenance and giving them a whole heap of personality.'
