One of the biggest Lithuanian beer breweries “Utenos” decided to launch a new beer line with the idea to bring some fresh air (or should we say fresh taste?) into the mainstream beer market. They gave us an important role to create everything from brand and it’s strategy to advertising for the launch.
We decided to go completely different way than all the competitors and gave brand a bold, honest and straightforward tone. The tagline “Less drama, more taste” perfectly says it all. We made fun of the most common advertising clichés, went overly honest and showed a healthy self-irony with copy based outdoor prints, banners and social media ads.