Innis + Gunn
FANS ‘BORROW’ OUR PINT GLASS. HOW MANY WOULD THEY BORROW? HOW QUICKLY AND WHAT IF IT WAS LIVE ON THE INTERNET?
INNIS & COOL GLASS
In 2003, Innis & Gunn started out as not only a craft brewer, but as a statement for a ‘better kind of beer’. Many years later it grew to be the #2 craft beer in the UK, shipped to increasingly more and more markets.
Thanks to interesting ingredients, craft credentials and a bold identity, in 2016 Innis & Gunn felt like it was the time to seize an opportunity, and show the people of Edinburgh that there’s more than big names and little flavour - show them there’s a pretty good beer right in their backyard.
But how can you show a bit of personality, while engaging with locals at the same time? How can you show them you’re not there to talk at them, but, more, talk with them? You understand that just because you’re from Edinburgh you don’t ‘Own Edinburgh’. You are ‘Owned by Edinburgh’. And they seem to own you in their own unique way.
FOR THE LOVE OF
Researching Innis & Gunn drinkers we were able to use real insights to create something for them, inspired by them. This way we could more effectively combine both a brand truth and an Edinburgh truth to create something truly unique - something inherently Scottish. Something human. Something that was actually true.
When digging and researching we stumbled across an interesting nugget, bars were constantly having to ask Innis & Gunn to resupply them with the distinctive pint glass. Why? Because drinkers wanted to ‘borrow’ one for themselves. The more digging we did, we found out that more than 70,000 glasses had been ‘borrowed’ in Edinburgh,
We knew we could amplify the insight in a creative way for maximum impact. Presenting: The Big Pinch.
A stunt sparked by an insight, we took a (brand and city) truth and made it fun.
We filled an Innis & Gunn branded van with the much sought after glasses, 1000 to be precise, drove the van into the centre of Edinburgh and then...walked away.
The plan now was to test the nature of Edinburgh’s drinkers; would they walk by? Would they peer in? When one person took one glass would that start a pile on of sticky fingered beer lovers? We didn’t have to wait long...
24 MINUTES OF MADNESS...AND SOME QUEUING
Within 30 seconds of the doors opening, the van was being descended on...without any invitation the people of Edinburgh were making themselves very welcome to our glass. Thankfully no one could see their sticky fingered nature...or could they?
THE INTERNET IS ALWAYS WATCHING
We knew that no matter how ‘well’ our invitational theft went, there could only ever be 1000 people who could enjoy their free glass. So to increase our reach and include as many people as possible in our stunt, we live streamed the whole thing on Facebook to let people on the other side of the experiment watch with us. The internet took to it. Within minutes, thousands of people were watching and by the end the number was only growing. The only downside? We had no more glasses to ‘borrow’.
It wasn’t just live, the 24 minute long video was then shared online and people were watching it after the event. Within a few days 500,000 people had watched the 24 minutes of kleptomania.
YOU MISSED THE GOOD BIT GUYS!
While it's great that people love the glass receptacle, the good bit is the stuff inside the glass.So, a day after the event we revealed ourselves online and encouraged those who ‘borrowed’ the glasses to bring them back to our Innis & Gunn bar for a free refill.
Ultimately The Big Pinch was a fun way of giving out free beer (which is something we’ve now become known for), based upon a genuine ownable truth about the brand. The Big Pinch was the perfect representation of the Innis & Gunn brand - a brave endeavour set out to show how things can be done differently, with people always at the heart.