This Maes campaign and TBWA turned Belgium’s second-place beer into a viral celebration of identity, driving record engagement— Clapboard's Global Ad Archive.

Food & Drink

A barrel of Maes for everyone with the name Maes - Maes | Clapboard Ad Archive

Other Food & Drink Campaigns

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A barrel of Maes for everyone with the name Maes - Maes | Clapboard Ad Archive

Maes and TBWA’s 2013 campaign A barrel of Maes for everyone with the name Maes is a masterclass in turning a shared surname into a nation-wide cultural activation, leveraging the creative distinctiveness that Clapboard’s taxonomy would frame as FORMAT#11—Unique Personality Property. Faced with the challenge of being Belgium’s second most popular beer and carrying the country’s third most common surname, Maes abandoned conventional storytelling and instead built its communications entirely around the singular fact that in Belgium, a Maes is never drinking alone. The mechanic was elegantly simple yet socially explosive: any Belgian named Maes could claim a free barrel of Maes by signing up through Facebook, selecting a pub, and inviting their friends to an on-premise celebration that transformed personal identity into brand advocacy. The campaign’s activation of Facebook as the launchpad and organizing tool created a perfect storm of user-generated amplification, with the Maes fan page soaring into the top 6% of the world’s most active branded pages and driving one in every twenty Belgians to the campaign site in a matter of days—a viral velocity rare for the alcoholic drinks sector. This wasn’t a typical ambient or digital campaign layered atop the brand; it was a deeply participatory movement that fused product provenance with communal experience, establishing a unique intersection between the Maes family as people and Maes as product that no category rival could imitate. Crucially, the campaign’s appeal extended beyond those with the Maes surname; anyone could join the party as a guest, inherently broadening reach and creating a national sense of belonging tethered to a single creative insight. For Maes, being second became a rallying point of pride rather than a weakness, as the campaign turned the act of sharing a barrel into a badge for an everyday surname and the beer that shares it. TBWA’s strategy bypassed traditional claims or comparisons, instead reframing Maes’ brand story around community, self-identification, and social proof, with engagement occurring both online and offline in real-world gatherings instigated by the campaign’s mechanic. In the context of the food and drink market, where differentiation can easily default to product heritage or taste, Maes and TBWA delivered a distinctive, inimitable property play that commanded attention and earned conversation on an astonishing scale. Clapboard rates this campaign 82/100. This campaign matters because it demonstrates how category leadership can emerge not from being first, but from owning an identity that no competitor can credibly replicate.

Credits

Client

Maes

Agency

TBWA

Creative Director

Jan Macken, Gert Pauwels

Creatives

Jasper Declercq, Ivo Mertens, Geert Verdonck, Menno Buyl, Chiara de Decker, Pol Sierens

Account Management

Jochen De Greef, Marko Van Dyck

Strategic Planner

Kacper Wozniak

Category Mind Map

48%

The campaign for Maes beer leveraged a unique cultural and social insight by connecting the brand to the commonality of its name within Belgium. Recognizing that Maes is not only Belgium’s second most popular beer but also the country’s third most frequent surname, the campaign positioned the brand as genuinely personal and inclusive by offering a free barrel of Maes beer to every individual sharing the Maes name. This approach extended the brand proposition beyond product quality or taste, creating a sense of community ownership and pride around the Maes identity. The promise centered on shared celebration and social connection, emphasizing that Maes beer brings people together through a distinct, personalized experience. The market strategy hinged on innovative targeting and social engagement within an ambient media format. By using Facebook as the platform for sign-up and coordination, the campaign activated a highly engaged subset of the public defined by their surname, turning a demographic insight into a viral social movement. Inviting recipients to pick a pub and share the event with friends amplified word-of-mouth and digital buzz. The creative angle effectively transformed a potential competitive disadvantage—the brand being “second” in market position—into an advantage by creating a first-of-its-kind social activation that resonated on a personal level. This approach not only drove significant traffic and interaction—evidenced by rapid fanbase growth and widespread website visits—but also showcased an efficient, data-driven way to foster brand loyalty and advocacy. The campaign’s success lay in its ability to blend cultural relevance with digital virality, reinforcing Maes as a socially connected brand within Belgium’s beer market.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign centers on Maes’ unique property: the brand shares its name with Belgium’s third most common surname, making “Maes” not just a beer but a widespread family identity. The creative device leverages this distinction by offering a barrel of Maes to everyone named Maes, a benefit literally unattainable by any competitor. The core communication is built entirely around this specific brand quirk, and the campaign’s structure, narrative, and activation (via Facebook) all spotlight this singular personality trait, rather than telling a classic story, demonstrating use, or featuring symbolism or problem/solution framing. Maes’ "name twin" status is the star and driver of engagement, perfectly embodying FORMAT#11. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Jupiler – Market Positioning Jupiler is Belgium’s leading beer brand, positioned as a refreshing, easy-to-drink lager with strong mass appeal. It targets a broad audience by emphasizing its crisp taste and consistent quality. Jupiler often associates itself with sports sponsorships, particularly football, leveraging national pride and community connection to reinforce its market dominance. 2. Stella Artois – Market Positioning Stella Artois is positioned as a premium Belgian pilsner with a rich heritage dating back to 1366. It targets a more upscale, international audience by combining tradition, craftsmanship, and sophistication. The brand emphasizes high quality and a refined drinking experience, often marketing itself through elegant, cinematic campaigns and festive moments. 3. Leffe – Market Positioning Leffe is a premium abbey beer brand renowned for authenticity and distinctive taste rooted in monastic brewing traditions. It differentiates itself with a rich historical narrative and a focus on artisanal brewing techniques, appealing to consumers seeking a craft and heritage-driven beer experience beyond mass-market lagers. 4. Hoegaarden – Market Positioning Hoegaarden is recognized internationally for its distinctive wheat beer, characterized by a smooth, slightly citrusy flavor with coriander and orange peel. It positions itself as a unique, refreshing alternative within the Belgian beer portfolio, catering to consumers who prefer light, flavorful, and easy-to-drink specialty beers. 5. Palm – Market Positioning Palm positions itself as a sophisticated, family-owned brewery brand emphasizing craftsmanship and a rich brewing tradition dating back to 1747. Known for its amber ales, it targets discerning beer enthusiasts who appreciate full-bodied taste and heritage combined with modern quality standards, often using storytelling around Belgian brewing culture.

Q: What is A barrel of Maes for everyone with the name Maes about? A: A barrel of Maes for everyone with the name Maes is a 2013 campaign created by TBWA for Maes, Belgium’s second most popular beer, and launched in the Belgian market. The central creative idea leveraged the fact that Maes is also the country’s third most common surname, offering a free barrel of Maes beer to every Belgian with the surname Maes. Participants signed up via Facebook, chose a local pub, and shared the event with friends, turning a brand quirk into a mass social activation. The campaign achieved significant engagement, rapidly growing the brand’s digital footprint and driving widespread participation. Q: What creative device does A barrel of Maes for everyone with the name Maes use? A: A barrel of Maes for everyone with the name Maes employs FORMAT#11 UNIQUE PERSONALITY PROPERTY, as classified by Clapboard’s 12-format taxonomy. This creative device centers on a distinctive brand attribute—Maes being both a beer and a common Belgian surname—to create a campaign that is inherently unreplicable by competitors. The activation’s structure, narrative, and engagement mechanics all revolve around this singular brand trait, making the “name twin” status the focal point of communication and consumer interaction, rather than relying on traditional storytelling or product demonstration. Q: What is the campaign proposition for A barrel of Maes for everyone with the name Maes? A: The campaign proposition for A barrel of Maes for everyone with the name Maes positions the brand as personally relevant and culturally connected by tapping into the widespread Maes surname in Belgium. By offering a free barrel of beer to every individual named Maes, the brand extends its promise beyond product attributes to foster a sense of community ownership and shared celebration. This strategy targets Belgians with a unique invitation to participate, reinforcing Maes as a beer that brings people together through a personalized, socially driven experience that stands apart in the crowded beer market. Q: How does A barrel of Maes for everyone with the name Maes rank in Clapboard's archive? A: A barrel of Maes for everyone with the name Maes holds a Clapboard Campaign Score of 82/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive. Q: Who are the competitors in Maes's category? A: In the Belgian beer market, Maes competes with several prominent brands. Jupiler leads as a mass-appeal lager closely tied to sports and national pride, while Stella Artois positions itself as a premium pilsner with a heritage-driven, sophisticated image. Leffe differentiates through its abbey beer credentials and artisanal brewing tradition, appealing to those seeking authenticity and craft. Hoegaarden stands out with its distinctive wheat beer and refreshing, citrusy profile, targeting consumers who prefer specialty brews. Palm emphasizes its family-owned legacy and full-bodied amber ales, catering to discerning drinkers who value tradition and craftsmanship.