The campaign “Brand New Beers, Centuries In The Making” by Greene King, crafted by House 337, positions the launch of Greene King’s first-ever craft beers—Level Head and Flint Eye—as a fusion of historical heritage and contemporary innovation. The brand proposition centers on the idea that these new craft beers are deeply rooted in over 200 years of British brewing tradition while offering a distinctly modern experience. It emphasizes craftsmanship informed by history, presenting the beers as “made from history,” which conveys authenticity, legacy, and a narrative depth contrasting with typical craft beer marketing.
Strategically, the campaign uses the rich cultural and historical context of Bury St Edmunds, including local myths and medieval iconography, to create a unique storytelling angle. This insight taps into consumer desires for products with authenticity and meaning, aligning with a growing interest in heritage and craft within the alcoholic drinks market. The creative execution leverages sophisticated visual techniques—laser-cut aluminum cans with medieval-inspired illustrations and stop-frame animation illuminated from within—to tangibly symbolize the intersection of tradition and innovation. This immersive visual approach offers a compelling sensory experience designed to engage viewers beyond standard advertising, positioning Greene King’s craft beers as both a tribute to its longstanding legacy and a bold step into the future.
Targeting contemporary drinkers who appreciate craft quality and narrative substance, the campaign bridges Greene King’s historical credibility with modern craft beer culture. It differentiates the brand by highlighting a technically innovative production method and storytelling style, reinforcing a message of enduring expertise alongside fresh creativity. The closing line, “We may have been doing this for over 200 years but the truth is, we’re only just getting started,” encapsulates the brand’s strategic aim to rejuvenate its image and appeal to modern consumers without abandoning its deep-rooted heritage.
FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity.
This campaign centers on Greene King’s fusion of 200 years of brewing heritage and historical British legends to launch its first craft beers, with the positioning “Brand New Beers, Centuries In The Making.” Rather than presenting a narrative or problem-solution format, it spotlights the unique origin story and eccentric, centuries-old inspirations behind the product. By animating laser-cut medieval illustrations onto the cans and showcasing mythical references, the campaign distinctively establishes the beer’s unique personality—heritage reinvented for modern sensibilities—making the product’s identity and origin the hero.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. BrewDog – Market Positioning
BrewDog positions itself as a bold, rebellious craft beer pioneer, focusing on innovation, sustainability, and community engagement. It emphasizes edgy branding, experimental brews, and transparency, appealing to younger, adventurous drinkers who value authenticity and environmental responsibility.
2. Marston’s – Market Positioning
Marston’s leverages its heritage and strong regional pub presence to offer a diverse portfolio of traditional and craft beers. It focuses on quality brewing craftsmanship combined with hospitality experiences, targeting loyal, local consumers who appreciate British brewing tradition and reliability.
3. Adnams – Market Positioning
Adnams highlights its coastal origin and commitment to sustainability, blending innovation with tradition. Its core message revolves around environmentally conscious brewing, organic ingredients, and premium craft beer experiences that appeal to eco-aware and quality-seeking customers.
4. Shepherd Neame – Market Positioning
Shepherd Neame, Britain’s oldest brewer, emphasizes its rich heritage and consistent quality across classic ales and modern craft styles. The brand balances tradition with contemporary tastes, targeting consumers who value authentic English brewing and trusted, time-honored recipes.
5. Camden Town Brewery – Market Positioning
Camden Town Brewery positions itself as a vibrant, urban craft beer brand inspired by London’s diverse culture. It specializes in approachable, easy-drinking lagers with stylish packaging and a youthful, music-and-art-aligned identity, appealing to metropolitan millennials seeking quality and lifestyle alignment.
Q: What is Brand New Beers, Centuries In The Making about?
A: Brand New Beers, Centuries In The Making is a 2022 campaign created by House 337 for Greene King, marking the launch of the brand’s first-ever craft beers, Level Head and Flint Eye. Set in the United Kingdom’s alcoholic drinks market, the campaign blends Greene King’s 200-year brewing heritage with the eccentric historical myths of Bury St Edmunds. The 30-second TV and VOD film uses medieval-inspired visuals and innovative animation techniques to present these new craft beers as products deeply rooted in history yet designed for modern drinkers, emphasizing a fusion of tradition and contemporary creativity.
Q: What creative device does Brand New Beers, Centuries In The Making use?
A: Brand New Beers, Centuries In The Making employs the FORMAT#11 UNIQUE PERSONALITY PROPERTY classification from Clapboard’s 12-format taxonomy. This creative device highlights a distinctive product identity by focusing on the unique origin story and eccentric historical inspirations behind Greene King’s craft beers. The campaign animates laser-cut medieval illustrations on aluminum cans, using stop-frame animation and light projection to bring the heritage and brewing process to life, making the product’s personality and origin the central storytelling element rather than a conventional narrative or problem-solution format.
Q: What is the campaign proposition for Brand New Beers, Centuries In The Making?
A: The campaign positions Greene King’s new craft beers as a fusion of over 200 years of British brewing tradition with modern innovation, targeting contemporary drinkers who value craft quality and narrative depth. It conveys that these beers are “made from history,” emphasizing authenticity, legacy, and a fresh approach to craft brewing. By leveraging the rich cultural context of Bury St Edmunds and medieval iconography, the campaign appeals to consumers seeking meaningful, heritage-driven products while signaling Greene King’s evolution into the modern craft beer category.
Q: How does Brand New Beers, Centuries In The Making rank in Clapboard's archive?
A: Brand New Beers, Centuries In The Making holds a Clapboard Campaign Score of 73/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Greene King's category?
A: Greene King’s competitors include BrewDog, which positions itself as a bold, rebellious craft beer pioneer focused on innovation, sustainability, and community engagement. Marston’s leverages its heritage and regional pub presence to offer traditional and craft beers aimed at loyal local consumers. Adnams blends coastal origin and sustainability with premium craft beer experiences for eco-conscious drinkers. Shepherd Neame emphasizes its rich heritage and consistent quality across classic and modern styles, appealing to those valuing authentic English brewing. Camden Town Brewery targets metropolitan millennials with approachable lagers and a youthful, culture-driven identity.
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