Chimay, a very
special beer
CONTEXT
The specialty beer market is declining: decreasing alcohol consumption, competition from craft beers, and trendy aperitif alternatives. The image of these beers can quickly become outdated.
PROBLEM
Chimay’s challenge is to maintain a premium perception and outperform industrial abbey beers. The issue is that its “Trappist” added value is unclear and difficult to understand especially for younger generations.
IDEA
Chimay is not just a Trappist beer, it’s a very special beer. Speak to a slightly younger audience by highlighting Chimay’s uniqueness: being a purpose-driven company.
-6.14%Chimay declining at less than half the rate
-13.26%Global market increase
The brand also benefits from a significantly stronger perception compared to its competitors.
Credits
Client contact:
Giselda Mercuri
Account Manager:
Camille Deru
Chief Creative Officer:
Damien Ronday
Creative Director:
Jérémy Paul
Copywriter FR:
Geoffrey Hanot
Copywriter NL:
Robbie Cap
Digital Campaign Planner:
Jerome Vandewatere – Vanille Delaite
DTP/Graphic Designers:
Ilayda Yuksel – Yves Compere
Prod:
Disturb Studio
Producers:
Martin Gillis, Julien Fouya
Director:
Louis Vielle
DOP:
Charlie Severe
Editing:
Charlotte Demanet
Colorgrading:
François Dubois
Photograph:
Louis Vielle
Audio:
La Vita Studios Brussels
Work
