Block is working with Otherside Brewing Co. to deliver a new craft beer, ‘PLAN:C’ SIMPLE ALE, which launches on April 8.
The campaign aims to encourage consumers to support independent breweries by creating a more affordable craft beer – the first of many initiatives to come.
The local independent brewing industry has been hit early and hard by the recent closure of venues and new restrictions being placed on alcohol purchases. With no time to waste, the team at Perth-based brewer Otherside Brewing Co convened a crisis session to interrogate possible responses to the rapidly shifting situation.
It was evident that, in a market where incomes were going to be cut at an unprecedented rate, customers would become more and more price sensitive. Justifying the additional cost that it takes to produce handmade products would become harder.
Last Friday, the team set themselves the challenge to deliver a craft beer as cost-effectively as possible. By Monday, creative communications agency Block had bought the idea to life by naming, branding and designing ‘PLAN: C’ SIMPLE ALE. By Wednesday, the brew team had a recipe and beer in the tank.
Through some smart thinking and efficient use of resources, Otherside will be able to deliver a craft beer priced from just over two dollars a can to the door of Perth residents.
PLAN: C has received huge support from local retailers, many of whom have made significant pre-orders to ensure the brewery is able to make it happen. On the back of PLAN: C SIMPLE ALE, Otherside is looking at further responses to the COVID-19 crisis. PLAN: C is destined to become a full program of initiatives that help local craft beer drinkers stay connected through the crisis.
“We’ve had to spend a lot of time thinking about how we can move forward and keep our fresh brews in the hands of our community. It’s caused us to get really creative, to shake up our thinking and truly innovate,” said Otherside Brewing Co. General Manager, Steve Finney.
“Clearly, no one knows where any of this is headed, but remaining flexible and rapidly moving to develop creative solutions and getting ideas to market as quickly as possible will ensure that businesses have given themselves the best possible chance to survive,” added Block Creative Director Mark Braddock. “Communicating with honesty, empathy and clarity, is now more important than ever.
Block’s campaign will roll out in the coming weeks across Otherside’s social channels.
PLAN: C will be ready to hit the market on April 8 with pre-orders opening soon at othersidebrewing.com.au and available from all Liquor Barons stores across Western Australia from April 14.