We were asked to help in the mission to refine the brand’s identity of Bar-le-Duc. And the challenge was clear: how to strike the right chord with both the current audience (Early Millennials) and the desired new audience (Gen-Z), in a way that sets us apart from other water brands. Because, it is just simply water—pure and uncomplicated, right?
Brand Strategy
Hungry for life,
Thirsty for more
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Departments Creative concept Brand activation Matchmaking Content production Project leader
Bar-le-Duc’s new Brand Journey
BRAND JOURNEY
Delving deep into the essence of the brand, we discovered our opportunity: to infuse it with a raw, genuine quality that resonates with the transparency of its origins, and aligns with the organic nature of Gen-Z. Within the new brand positioning, with a more playful, humorous, carefree, and transparent tone-of-voice, we laid the foundation for our manifesto: “HONGERIG NAAR HET LEVEN, DORSTIG NAAR MEER.”
So that every thirsty moment becomes a logical moment to choose Bar-le-Duc. And with a simple switch in the key tagline. From “Lekker Helder” to “Dorstig naar meer” we reinforce this new mindset, inviting everyone to join us in our thirst for more.
Dorstig naar meer
From the brand positioning, we developed a comprehensive (social) strategy, translating this new mentality into engaging online content and OOH marketing. Our always-on approach ensures we’re top of mind, with user-generated content that resonates with diverse thirsty moments throughout the year. Partnering with creators who embody the spirit of Bar-le-Duc. Additionally, we add a collaboration with Goldband, giving the brand that extra edgy hook to ensure a deeper engagement with the audience, with authentic, raw content that reflects the essence of Bar-le-Duc. In this way, we strategically claim thirsty moments on behalf of Bar-le-Duc: whether it’s during festival season, after a job interview, or when school’s back in session. We think it’s just the beginning of Bar-le-Duc’s journey. Stay tuned as we continue to quench the thirst for more this year.
