Craft brewer promotion lets customers sample rejected ale recipes
Contagious:
With limited shelf space and a slew of PR-worthy flavours (seawater, mussels, tea?) it’s difficult to stand out. Rather than weave samey claims about quality and craft into its marketing, Matilda Bay is letting its product do the talking. Releasing the brews that didn’t quite make it to market is an intriguing and bold way to show people the kind of thought and quality control that goes into its beers. If the reject brews are good enough to drink, how good must the final product be? The Rejected Ales collection helps Matilda Bay distinguish itself from the competition, while the sales mechanism (try a Rejected Ale with a purchase of Matilda Bay Original Ale) helps boost sales of its core product.
Contagious is an insights intelligence group that uncovers hidden gems all over the world in the shape of brands and business. They are able to contextualize the success of the initiative inside a global context. They are as smart, witty and ambitious as the work they cover.
This campaign is the perfect example of what they find. Aussies have this rare combination of optimism and boldness that often makes their work the most creative and breakthrough. Imagine anyone in the US having the gall to not only produce rejected product, but promote it!













