CAN WE CLAIM FRIDAYS?

Category
Rebranding

Overview

The "King of the Night" campaign (2016–2018) was designed to reposition MACKESON stout in Trinidad and Tobago by celebrating the uniqueness of its consumers. With bold, visuals and a compelling narrative, the campaign crowned its target audience as the true "kings" of their world, creating a strong emotional connection and redefining the brand’s identity.

In the first two years MACKESON enjoyed great success meeting the initial objectives of increasing brand awareness by identifying and refining the target audience, while increasing their share of the market. In the third year of the campaign, the main question was how do we use the learnings from the previous years to meet the original objectives and provide value to the KINGS of the NIGHT. The result was a 360 approach called MAKESON FRIDAYS.

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Target Audience

Young men with dual ambitions: a steady day job and a side hustle. These men are purposeful, take pride in their appearance, and love to celebrate their individuality. They see themselves as kings of their world—men on missions who value both looking good and feeling good.

Campaign Objectives

  1. Elevate the Brand: Maintain the position of MACKESON as the stout of choice for men who embrace their authenticity and uniqueness.
  2. Affirm Identity: Crown consumers as the kings of their world, affirming their identity and individuality.
  3. Celebrate Uniqueness: Align the brand’s uniqueness with the distinctiveness of its target audience.
  4. Claim a Day: Own Fridays as a cultural moment, tying the brand to celebration and camaraderie.

Creative Execution

  1. Visual Strategy:
    • The campaign used minimalist, product-focused visuals, moving away from traditional depictions of group celebrations. The clean, consistent imagery focused on the product’s regal and bold elements, resonating with men who reject mainstream identifiers.
    • Key visuals included the MACKESON bottle, set against a black bricked wall backdrop.
  2. Messaging:
    • Taglines and copy emphasized individuality, dominance, and pride. The language was celebratory yet sophisticated, aligning with the mindset of the target audience.
  3. Media Channels:
    • Traditional Media: Newspapers, billboards, posters, radio, and TV delivered widespread visibility.
    • Digital Platforms: Social media campaigns, such as the "MACKESON TONIGHT" initiative, engaged users with dynamic content both online and at popular bar locations.
  4. Key Initiatives:
    • MACKESON TONIGHT: Claimed Fridays with visuals and offers, creating a strong association between the brand and the excitement of Friday nights.
    • Out-of-Home Advertising: Billboards and posters showcased the sleek bottle design and bold messaging, reinforcing brand identity in high-traffic areas.
    • Social Media Campaign: Branded content and entertainment increased engagement and online presence.

Challenges and Learnings

  1. Stakeholder Buy-In:

    2. Convincing stakeholders to embrace minimalist visuals was challenging, as it deviated from traditional imagery of people drinking and celebrating. This shift differentiated MACKESON from competitors and aligned it with its audience’s desire for individuality.

  2. Consistency and Clarity:

    3. Ensuring that all visuals were clean and cohesive minimized confusion and prevented potential public criticism. This level of discipline reinforced the brand’s unique position in the market.

  3. Cross Platform Logistics: Finding a provider who had the capabilities to broadcast MACKESON TONIGHT from the bar of choice as well as coordinating interaction on social media during the broadcast.

Results and Impact

  1. Brand Recognition:

    2. The campaign’s minimalist bold and unique visuals elevated MACKESON’s identity, solidifying its association with individuality and pride.

  2. Consumer Engagement:

    3. Social media activations, such as the MACKESON TONIGHT, successfully engaged the target audience, driving participation and enhancing brand affinity.

  3. Sales Growth:

    4. While specific sales data is unavailable, anecdotal feedback and market presence indicate increased product visibility and preference among the target demographic. The campaign is fondly remembered by the public.

KEY INITIATIVES

"Can we claim Friday?"

This seemingly simple, playful question ignited the creative spark behind one of the most iconic campaigns in Trinidad and Tobago.

OUT OF HOME:

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SOCIAL MEDIA:

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CROSS PLATFORM

By identifying a previously underrepresented segment of stout consumers, MACKESON tapped into a highly engaged and loyal audience. The campaign's success was rooted in its ability to resonate with the unique attributes of MACKESON consumers.

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AWARDS & RECOGNITION 

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2018 ANNUAL AMERICAN ADVERTISING FEDERATION:  BEST IN SHOW - Online - MACKESON Tonight  GOLD - Social Media Campaign - MACKESON Tonight  GOLD - Branded Content & Entertainment Campaign - MACKESON Tonight 

2019 ADVERTISING AGENCIES ASSOCIATION OF TRINIDAD & TOBAGO:  BEST IN SHOW - Cross Platform Campaign Silver - MACKESON Tonight 

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Conclusion

The MACKESON FRIDAYS campaign successfully enhanced MACKESON’s identity, positioning it as the stout of choice for men who celebrate their individuality and pride. By owning Fridays and embracing minimalist, product-focused visuals, the brand resonated deeply with its target audience, creating a lasting impact in a competitive market.

Key visuals: Richard.Qm.Lewis Copy: Nicole Martin Creative direction: Till Aurousseau Working with Ogilvy Caribbean.