Duvel Green Recap: Belgian Ale's Unique Draught Launch

CHICAGO / NY / SAN FRANCISCO
DUVEL GREEN RECAP
presentation by GoMobile
www.BeyondTraditional.com

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TABLE OF CONTENTS
THE BEER 5

T H E C A M PA I G N 13

THE ELEMENTS 17

THE EVENTS: A Snapshot 38

ABOUT 42

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THE BEER


INTRODUCTION Jan-Leonard Moortgat Duvel is introduced to the Duvel releases Duvel Green,

1871

1980’s

2008
establishes the Moortgat US and discovered by beer a unique ale that is more
brewery-farm in Puurs, lovers across the globe. than just Duvel on Draught,
between Brussels and Foremost among them to select bars in select cities.
Antwep. He proceeds is Michael Jackson, The
ABOUT DUVEL to build a family brewery, Beer Hunter, who identifies
selling beer to fellow Duvel as ‘one of the top
farmers and local five beers in the world’ and
hostelries. dubs this Belgian classic,
‘beguiling’.
Duvel Moortgat Brewery is a Belgian family brewing company launched in 1871 by Albert Moortgat.
The Brewery’s original bottled Duvel has become one of Belgium’s favorite ales and is exported to
over 40 countries worldwide. The secret of its success lies in using only high-quality ingredients,
and in the well-balanced, very specific, complex brewing and re-fermentation process that takes

1923

2003
After years of formulation and Duvel acquires full ownership
over 90 days. experimentation, ‘Victory Ale’ is of Brewery Ommegang in
created as a tribute to English Cooperstown, New York.
and US soldiers during WWI.
After brewing and first fermentation - which takes about 30 days - the beer is tasted by the brew Upon tasting it, one of the
brewery workers exclaims, ‘Da’s
master and his staff. At this stage this beer is called “single-fermented.” Typical Duvel flavors and nen echten duvel’ (Damn that’s a
aromas are already emerging, but the beer is lower in alcohol and carbonation, and the taste is devil of a beer.) The name sticks
slightly lighter and crisper. and Duvel (devil) is born.

When approved by the taste panel, the beer is prepared for secondary fermentation in the bottle,
which involves adding additional yeast and sugar and bottling the beer. During the next 60 days
the beer ferments and matures in the brewery warm-cellar and cold-cellar, developing the familiar
flavors, aromas and alcohol content that shape it into the Duvel you know in the bottle.


ABOUT DUVEL GREEN
THE DUVEL GREEN DIFFERENCE THE TASTE

Duvel Green is a Belgian ale created specifically for Draught and based The ‘classic Duvel’ is a sophisticated,
on the original bottled Duvel. For the last several decades, Duvel full-flavored and aromatic Belgian Golden
brewers have pulled batches of the brew after the first fermentation, Ale, with clean, refined, silky sweet dry taste,
and have enjoyed the light taste of the ‘single-fermented’ Duvel. while a ‘Duvel Green’ on Draught has a gentle
Traditionally, the brewers have cold-filtered, bottled, and sold a small hoppiness, soft carbonation, and a subtle,
portion of this beer, but only at the brewery and a few selected smooth dryness with hints of fruitiness. The
locations in Belgium. The beer was labeled with a green label, as the beer is not re-fermented, but it does have
nickname ‘kleine’ Duvel (or ‘Green’ Duvel) was used to describe the young Duvel flavors emerging from the first
beer taken at a young stage of the brewing process of Duvel. fermentation.

Preparing Duvel Green includes cold-filtering, balancing the raw
materials for optimal flavor on Draught, and some cold ageing of the
kegs. This results in a specific ABV level of 6.8%.


BEER STATS Pillowy white head, leaving fine Belgian lace
as it recedes

Self-Defined Style: Belgian Golden Ale
Signature glass funnels the foam to the top
and collects aromas for your nose
Strength (ABV): 6.8% ABV

Appearance: Bright, golden color with excellent clarity. Fine, soft carbonation.
Single fermented, filtered, kegged and
Creamy, meringue-like head, creating clinging lace as it diminishes in the glass.
shipped fresh
Aroma: Subtle citrus notes with a touch of honey and grain. Gentle, green herbal
hoppiness.
Fine and decidedly lively carbonation
Taste: (Note that the beer is definitely best when well-chilled.) Dry and crisp with
mild, yeasty citrus notes. More hops on the palate than nose. Well balanced, hops
play off both malt and citrus. Hints of floral and sweet orange.
Pils malts, Styrian and Saaz noble hops give
golden body and full flavor
Mouthfeel: Lively and spritzy. Smooth, light on the tongue with crisp, young beer
brightness.
Superb refreshment and easy drinkability at
Drinkability: Easy drinking and refreshing. Simple, clean and easy.
6.8% ABV
Availability

Kegs: European 20 Liter


THE CAMPAIGN


THE CHALLENGE THE SOLUTION
We were asked by San Francisco-based interactive branding agency, Real Branding, to mutually We used a derivative of Geocaching, an outdoor activity that uses
create and execute a complete guerrilla marketing campaign for Duvel Green, the latest beer from geographical points (usually latitude and longitude), to create a
Belgian brewing company Duvel, as it rolled out to select bars in New York City, Chicago and San treasure hunt for participants, which dictated the vision for the entire
Francisco. The goal was to create ground-level buzz through multiple media outlets that took campaign. Custom Duvel Wild Postings, each printed with the nearest
advantage of the exclusive nature of the product’s availability. bar’s latitude and longitude points, were installed all over each city.
To accompany them, branded Building Illuminations lit up the sky at
night, and street teams of over 50 infiltrated heavy bar areas
distributing custom Duvel coasters that doubled as Admit One tickets
to a VIP Duvel-sponsored party. We partnered with bars in each city
for “buy the beer, keep the glass” promotions that left a solid
takeaway with each person that tried Duvel Green.


THE ELEMENTS


THE COASTERS
A coaster’s many elements - a flat, considerable surface to design on, its “pocketable” size, not
to mention its obvious relation to a beverage campaign may be overshadowed by its utter simplicity.
Aside from its obvious use, we gave the coasters value by doubling their use as an Admit One
ticket, printed on the backside, which granted its owner VIP access to an exclusive party in their
city, hosted by Duvel Green the following week. Coasters were designed to fall in line visually with
other campaign elements and maintain a synergistic brand experience throughout the promotion.
We distributed branded coasters sans-VIP invite to each bar serving Duvel Green, which sealed the
brand experience once inside the bar.


THE MICROSITE
To serve as an information hub for the entire
campaign, a microsite was created at
DuvelGreenDiscovered.com.

The site featured a complex and interactive
site map of the three cities featuring Duvel
Green bar locations, and highlighted special
Duvel Green events throughout the course
of the campaign. The website URL was
highlighted on Duvel coasters that were
distributed throughout the course of the
campaign and the website received nearly
2,000 hits during the month of December
alone.


WILD POSTINGS
Following the Geocaching theme of the campaign, we installed
over 100 wild walls around each New York City, Chicago and
San Francisco Duvel Green bar location. The posters gave
latitude and longitude clues directing viewers to their closest
Duvel Green establishment. This meant customizing each wild
wall with unique coordinates specific to its nearest bar, adding
a truly local and unique touch.

The posters also directed participants to the campaign’s mi-
crosite, DuvelGreenDiscovered.com, which highlighted Duvel
Green bar events, VIP party dates and further clued viewers in
to specific Duvel Green bars in their city


STREET TEAMS PHASE 1

To introduce Duvel Green to bargoers in each city, street teams surrounded event locations in
teams of eight. Dressed professionally in all black attire, our teams donned green and gold
striped scarves representing Duvel Green’s colors and engaged the public about the beverage.
An exclusive campaign with a specific target demographic calls for an equally exclusive
Coasters that doubled as VIP tickets to Duvel Green’s exclusive party were used as invites
team of highly trained brand ambassadors. We hand picked our teams of over 150 ac- during conversations with the ultimate goal of raising awareness of the beverage and filling up
cording to the goals of the program to ensure they carried the brand message profes- Duvel Green bar events nearby.
sionally while maintaining an air of mystery.
PHASE 2

For one special night in each city, flash mobs of 50 brand ambassadors infiltrated the city blocks
surrounding chosen Duvel Green bar events during their “Keep the Glass” promotions. This
promotion allowed all who purchased Duvel Green to take home its signature, one-of-a-kind
glass that Duvel is famous for. This massive presence was created by dividing teams into two
groups: ushers, equipped with special green LED flashlights escorting bargoers
to the event, and gatherers, engaging street traffic,
handing out coasters/VIP tickets and leading interested
bargoers to ushers. Using this system, we packed bar
locations and had lines out the door!


BUILDING
ILLUMINATIONS
While our street teams focused on one-on-one
interactions and our wild wall postings targeted street
traffic in larger numbers, our building illuminations were
designed to make the largest splash, reaching tens of
thousands of eyeballs in the downtown cores of each city.

Sprawling illuminations featuring a super-sized Duvel
Green glass lit up the night sky on traditional bar nights,
echoing the design of all other marketing visuals and
providing latitude and longitude coordinates of the nearest
Duvel Green bar. The mobile nature of our illumination
team meant the ability to target multiple buildings each
night for maximum impact.


THE EVENTS A SNAPSHOT
· An estimated 1 million consumer impressions and engagements

· Over 25,000 coasters distributed

· Over 1,000 Duvel Green signature glasses given away

· Over 100 wild postings installed

· Nearly 2,000 visits to DuvelGreenDiscovered.com in the month of December

· Standing room only at targeted bars during events... some to the point of tap out!


ABOUT GOMOBILE

GoMobile is a leading non-traditional and guerrilla marketing company that sparks instant, intimate
relationships between brands and consumers through strategic and targeted alternative and out-of-home
marketing experiences. GoMobile works with both brands and agencies, including Hitachi, Miller Brewing
Company, IKEA, AT&T, Southwest Airlines, Goodwill, KFC and MacDonald Media, Copacino+Fujikado,
McCann-Erickson, Young & Rubicam, and Starcom Worldwide, and has recently honored with the EX
Award and ADDY Awards. For more information on GoMobile, visit BeyondTraditional.com.

ABOUT REAL BRANDING

Real Branding is one of the largest independent interactive agencies in San Francisco, considered a
leading market for interactive talent, innovation and expertise. Real Branding clients include: AOL, Coca-
Cola, Corona Beer, Diageo, ditech.com, HBO, Quicken Loans, Unilever and Warner Home Video. The
agency has earned national recognition for its creative and media planning innovations, including Best
Banner Advertisement of the Year from Ad:Tech in 2003. Information on Real Branding can be found at
www.realbranding.com.


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Duvel Green Recap: Belgian Ale's Unique Draught Launch

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