101 launches C&C Group beer brand
By Anne Cassidy, campaignlive.co.uk, Thursday, 10 January 2013 08:00AM
101 has created and launched a beer brand for the cider-maker C&C Group.
The agency has named the premium lager Heverlee, after the town in Belgium where it is brewed, and has devised the brand’s logo and glass design. 101 picked up the project without a pitch.
Heverlee launches in London in early 2013, following a successful roll-out in Scotland last year. The beer is made using a recipe from the Norbertine monks at Park Abbey in Leuven.
The Norbertine motto, "Ne Quid Nimis" ("nothing to excess"), features as part of the brand’s identity. It refers to the idea that people can only achieve their potential by allowing themselves periods of rest and reflection.
Mark Elwood, the 101 founding partner, said: "When we visited the abbey, we saw this phrase written all over the stained-glass windows – it’s such a perfect strapline for a beer brand."
Heverlee is C&C’s second beer brand after Tennent’s.
This article was first published on campaignlive.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Senior Propositions Manager Bupa Competitive + bonus, Staines
- Digital Marketing Specialist Salt £35000 - £45000 per annum + Bonus & Bens, Milton Keynes
- Channel 4 to drop 4oD for digital service All 4
- Guardian launches three-tier membership scheme
- FT to reveal first design overhaul in seven years
- David Hasselhoff to join Sorrell, Naughton and Shing at IAB Engage 2014
- Sky boosts Sky AdSmart's targeting capabilities for advertisers
- 5 key trends from Dmexco 2014