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Republik of Kraft: Brewing Innovation in India

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Opportunity:

Diageo faced a unique challenge in launching India's first craft beer within the constraints of strict liquor advertising regulations. Traditionally, surrogate products like sparkling water or branded events were used for promotion. We saw this challenge as an opportunity to think outside the box and create something truly innovative.

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Solution:

Introducing Republik of Kraft, a craft beer with a revolutionary twist. We envisioned a fictional country bearing the beer's name, allowing us to circumvent advertising restrictions by promoting this imaginative entity on social media. Citizens of the Republik were encouraged to apply for citizenship, unlocking a loyalty program that rewarded them with redeemable points and exclusive offers every time they indulged in Republik of Kraft or other Diageo beers at retail stores and pubs/restaurants.

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Role: Our team took charge of Design Direction, Art Direction, and Visual Design, ensuring that every aspect of Republik of Kraft's identity resonated with its bold and unconventional spirit.

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Agency: Wunderman Thompson

Team: Lokesh Mohan, Sunil Antony, and Selvan Ross to bring the vision to life.

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Republik of Kraft isn't just a craft beer; it's a revolutionary concept that redefines the way we engage with beverages in the Indian market. By leveraging the power of storytelling and community-building, we transformed a regulatory challenge into an opportunity for innovation. Through the Republik loyalty program, we fostered a sense of belonging and reward among consumers, driving engagement and loyalty while circumventing traditional advertising restrictions. Republik of Kraft isn't just a beer; it's a movement, inviting consumers to join a community united by a shared love for craft beer and creativity.