To develop the brand language verbal and visual for Shock Top,

we talked to managers and suppliers, we visited POPs, we talked to consumers and we also held a workshop.

Through the Limbic Process, we tested various visual stimuli in Tampa, Florida and in California; surprisingly, we found that the brand communication was not in line with consumers’ perceptions and expectations. That is, time and money were being wasted.

Today, there are new graphics and positioning in the market.

read more