Island’s Edge Stout
Ireland had seen a steady growth in Stout sales within younger consumer, and in 2020, Heineken launched Island’s Edge, a stout specifically created to target this audience. With a more refreshing taste it offered another choice for those who sometimes found the bitter after taste of traditional stout a barrier to purchase.
Ireland had seen a steady growth in Stout sales within younger consumer, and in 2020, Heineken launched Island’s Edge, a stout specifically created to target this audience. With a more refreshing taste it offered another choice for those who sometimes found the bitter after taste of traditional stout a barrier to purchase.
The Brief
Stout has been part of Ireland’s heritage for over 250 years. The launch of a new challenger brand within this established category was always going to be challenging. The original launch of Ireland’s Edge had failed to gain traction largely down to lacking credibility, provenance and heritage in a country proud of tradition.
In blind taste tests Island’s Edge was a huge success. We needed to identify why the brand lacked credibility. The task was a complete re-brand ahead of a relaunch
Stout has been part of Ireland’s heritage for over 250 years. The launch of a new challenger brand within this established category was always going to be challenging. The original launch of Ireland’s Edge had failed to gain traction largely down to lacking credibility, provenance and heritage in a country proud of tradition.
In blind taste tests Island’s Edge was a huge success. We needed to identify why the brand lacked credibility. The task was a complete re-brand ahead of a relaunch
Solution
Our approach was to use Cork’s long heritage of brewing innovation to establish credibility whilst dialling up its rebellious spirit to target a younger and differentiated drinker. It was crucial to lean into long established category codes and authentic heritage credentials.
We leveraged the unique web domain for Island…IE as a shorthand for Island’s Edge bringing to life through a crafted red monogram IE in the form of a contemporary Gaelic script.
Our approach was to use Cork’s long heritage of brewing innovation to establish credibility whilst dialling up its rebellious spirit to target a younger and differentiated drinker. It was crucial to lean into long established category codes and authentic heritage credentials.
We leveraged the unique web domain for Island…IE as a shorthand for Island’s Edge bringing to life through a crafted red monogram IE in the form of a contemporary Gaelic script.
