Ice Breaker 2020 On Trade
Greene King briefed Purity to deliver a 6 month long campaign to support the launch of their new Ice Breaker Pale Ale 4.5% in 300 plus premium Greene King outlets.
The campaign objective was to drive awareness of Ice Breaker and recruit drinkers into the brand by getting the beer into the hands of consumers. With a unique story behind the Ice Breaker brand, being the first beer in Greene Kings portfolio to be brewed by their apprentices the activity had to reflect their story in a fun, bold and confident way.
The key message underpinning the activity was that Ice Breaker is the ultimate unfiltered refreshment bursting with flavour. Trial of the beer was key to deliver this message.
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