The new beer for the creative class
Super Bock, Portugal’s No. 1 brewer, has a portfolio of successful mainstream products. However, it was not present in the crafty segment, which led to a slow but steady drain of young consumers with a more sophisticated palate, a profile with good purchasing power and a good brand prescriber.
To take advantage of this strategic opportunity, Super Bock turned to Summa to develop the project in a comprehensive manner: from brand positioning to naming, visual identity, packaging and activation.
A brand like that had to connect with its community from the very beginning. That’s why we made a deep cultural immersion in the Portuguese market and especially in the craft and crafty beer market. From the beginning, the community contributed and validated all the steps in the construction of the brand, a true co-creation exercise that allowed us to create a very daring and personal proposal.
What others don't see
A powerful insight emerged from this: The consumer of crafty beers is someone who is not satisfied with the obvious, but appreciates discovering, investigating and being surprised.
That was the inspiration behind the community’s favourite positioning concept: What others don’t see. A beer for those who want to feel more and live more intense experiences.
A symbol of curiosity, seeking to connect with those who see the world through different eyes.
After assessing different alternatives, the crafty community became enthusiastic about the coruja (owl), an intelligent and observant animal, which unlike other birds does not stand out for its sound, but for its gaze. Such a naming could only be reflected in an equally powerful visual identity. Of all the possible images, we decided on the gaze of the coruja, an iconic and groundbreaking image.
Only those who are attentive, who know what they want and dare to follow their instinct to the end, find in the night an accomplice environment to be themselves.
Coruja, a beer with art
Everything was ready to launch Coruja. But, of course, it could not be an expected release. Taking advantage of the strong street art movement throughout Portugal and especially in Lisbon, Coruja collaborated with different artists and graffiti artists in a unique way.
Instead of wallpapering Lisbon with the official logo, several artists showed their own interpretation of the Coruja, connecting with their audience in an authentic, organic and above all creative way.