666 good reasons to have a Duvel 6,66%

A 666° GLOBAL LAUNCH

360° Campaign
All touchpoints
Video first

Duvel is one of the best beers in the world, if not the best one. This past year, Duvel broadened its range through different variations of its recipe. The Duvel 6.66 is one of them. Slightly lighter than the original, it is 6.66 alc. %vol., a number that echoes with the name “Duvel” which means “devil” in old Flemish. More approachable, and targeting a younger audience, than the “original” one.

Satisfaction was asked to develop a global launch for this brand-new beer. A distinctive territory that would also be part of the « Brewed to be lived » platform, through ongoing campaign assets that highlight the 6.66 product characteristics while generating brand awareness on all channels.

CONCEPT

There are 666 good reasons

“What’s your good reason?” is our creative concept: the devilish number 6.66 expresses, with humour, the idea that every reason is a good reason to have one. As it is lighter than a Duvel, it is also easier to drink one. It’s sunny, or it’s raining, with your friends or with stranger, during the afternoon or at midnight, there is always a good reason to have a Duvel 6.66. 

For the artistic direction we used yellow in an exaggerated color dominance, referring to the new product label.

CREATIVE ASSETS

Flexible and modular toolboxes

The platform covers all communication channels: from trade, to retail, to OOH as well as social media. 

Satisfaction developed and executed flexible creative toolboxes, that included prints, films, posts, content mapping, artistic and graphical brand guidelines, adapted to all markets, for their own needs. Such that each market could independently operate their communication plans.