Delirium Tremens
Only experienced beer drinkers can handle Delrium Tremens.
My role: Strategy
Experiential
The activation includes stickers strategically placed on the ground and buildings leading to bars (in a hallucination art style) that serve Delirium Tremens, as well as merch given to customers at selected Delirium Tremens pubs.
Campaign Process
The Big Idea
Please Drink Responsibly
The Problem
There are countless beer brands that exist, so standing out in the crowd poses a serious issue for many.
The Team
Nikeita MacMaster-McKillop and Sebastian Guglietti
My Role
Strategy
Key Insights
Serious beer drinkers who fit the prime age for beer consumption (25-35), These beer drinkers have strong camaraderie in their social circles and enjoy new experiences together. Price, taste and identity play a role in the kind of beer they drink–but the higher the alcohol content, the better.