Building a disruptive creative platform for a highly distinctive brand
Overview: To drive ongoing relevance and attract the next generation of drinkers the brand has recently undergone a makeover, keeping the all-important authenticity, but evolving it to be more contemporary.
Brief: My challenge was to take the new identity, define an authentic brand architecture and build a powerful, fertile, emotive and long-lasting creative platform.
Approach: The new ‘Born Different’ positioning brings purpose to the brand, unifies tactical activity and evolves the brand’s proud history of mischief and rebellion; but does so in a more accessible way that relates to both the loyal Hobgoblin Army and the new generation of drinkers.
Hobgoblin’s purpose is to help like-minded people hear their inner outlaw and free them from conformity, convention and mediocrity.
The new creative platform will see creative output fall under the master proposition of ‘Born Different’ and the sub-propositions of ‘Born Honest’, ‘Born Extraordinary’ and ‘Born Defiant’.
