A small revolution in the exclusive circle of Trappist beers has taken place: Chimay has innovated and will be selling its beers in 33-cl cans for the very first time. This is a landmark event for Scourmont Abbey, which is also celebrating its 175^th anniversary this year. Once again, the old adage proves true: tradition is only ever successful progress.

 

A new format but the same values

Since it was founded in 1850, the abbey in Chimay has always been driven by altruistic values. As a result, the majority of the profit is donated to charities or social initiatives. Consequently, this generosity is the starting point chosen by the teams at Hungry Minds to highlight this new practical format.

The campaign is based around a tag-on added to the TV advert from 2024, which celebrates the wonderful gesture made by lovers of Chimay when they enjoy their favourite beer, but also around an OLV that immerses us in pleasant moments on the move. Finally, the launch of the can will also benefit from OOH material and solid support on the social networks, thanks to plenty of content: mystery tastings, snacking content, etc. It should also be pointed out that Hungry Minds designed this new packaging.

 

Campaign elements :

 

Packshot