Case History Database

Rejected Ales is proof that consumers will reward passion, effort and challenge, even amidst a sea of conformity. In an era where more and more brands are turning to focus groups to test every element form ingredient to packaging, Rejected Ales offers a new playbook for growth for challenger brands to disrupt the purchase moment, not just the path. A focus on the fridge, and out-stocking our competitors, was about re-thinking physical availability from serving merely a functional use, to being a platform to reshape consideration in a powerful way. Attention precedes growth — and no attention was going to be gained from trying to win the research backed rational battle about why our beer was so much better that the others. Using storytelling, showing off our weakness and signalling effort as the means to achieving true cut through. This case zagged category norms across every touchpoint, to drive salience and shift behaviour.