The Honest Brew Paper Bottle Opener

Background

Online craft beer retailer Honest Brew needed to build their brand and recruit new customers but as a fledging business, had little money to spend. So where to start? After a couple of Honest Brews, the answer became clear – a member get member scheme using the delivery boxes that their lovely craft beer already goes out in.

Idea

The Honest Brew Paper Bottle Opener is a free giveaway, which cost nothing more than a few sheets of A4 and an evening filming.

The Paper Bottle Opener went into every delivery box. It was a challenge to the recipient. Could they open a bottle using nothing more than the sheet of paper they were reading? If they were stumped, they could go online and watch the explanatory video. Armed with this knowledge, they could then invite a mate round to sample some Honest Brew beers and challenge them to open their bottle with the paper opener. When they failed, the Honest Brew customer could then demonstrate his lofty skill and pop the cap.

He was also given a unique code to pass on to his mate, who then qualified for a discount on his first order.

Results

It's early days for the project still.

Our Thoughts

Honest Brew’s business model has mail at its heart. It’s mail-order beer. Every month beer lovers get a box of interesting craft beers delivered to their door.

It’s important to point out that this particular mailing is the most recent in a string of communications to Honest Brew customers, who have begun to develop a real relationship with the brand.

And that’s the crucial word – relationship. Honest Brew has been developing a personality all of its own - a bit laddish, a bit quirky, a bit whimsical. And my bet is its customers are pretty much the same.

That’s what I like about all of Pulse’s work for the brand. It’s banter. They know precisely who they are talking to, what makes them laugh and that if they can turn them into brand ambassadors, not only will they rack up sales but they will grow the brand.