OBJECTIVE:

To launch Island Records IPA, the first beer brand for the international record label.

APPROACH:

Build an awareness of the brand and launch it as the new summer drink, creating a hype around it and communicating the key message of fusing beer and music.

RESULTS:

KK successfully launched the beer to the media, resulting in excellent press coverage from top titles including London Evening Standard, GQ, and Shortlist, triggering demand for the new product in both on and of trade outlets.