This self-initiated rebranding piece was an exercise for Man’z in identifying the strengths of a older brand and repositioning it in order to make it relevant again. After studying the current trends in the beer market it became apparent that Schaefer was generally perceived as beer for an older generation. Since the craft beer segment is the fastest growing in the brewing industry right now, it made sense to appeal to the generally younger craft beer drinker.
This print ad series plays on the relationship between father and son. Through the use of narrative the reader travels home with the main character – a craft beer aficionado – and is gently reminded that his father chooses to still drink Schaefer for a reason – craft beer isn’t always suitable for everyday drinking but Schaefer is.
