T&R Theakston

Hairy Bikers x Theakston – the road to success

Challenge

Bringing together two cherished brands, both national treasures, to create a unique and differentiating positioning in the highly competitive beer sector required an unconventional approach. The Hairy Bikers had made a variety of product endorsements in the past and now needed a more coordinated approach that would enable range extensions into other categories. Whilst Theakston wanted to capitalise on the opportunity to be recognised for its brewing provenance by the culinary duo. It was important to maintain the integrity of both brands and add value.

Insight

Celebrity endorsements and collaborations are fantastic opportunities to create win-win situations and we worked closely with both brands to ensure that there was a seamless and complementary fit that resonated with consumers – it’s a balancing act. The association with the culinary duo was a fantastic opportunity for Theakston to extend its consumer reach and create a differentiating positioning, both on-bar and on-shelf.

Solution

The distinctive and recognisable features of the Hairy Bikers (Si and Dave) were encapsulated into brand icons that gave an immediate and differentiating personality to the beers. Whilst the Theakston name and brewing credentials gave this unique range real credibility. The beers have been successfully launched on bars nationally and received listings from both Waitrose and Sainsbury’s.

Encapsulating the iconic personalities of the Si and Dave (the Hairy Bikers) has created outstanding differentiation for Theakston in a very crowded sector.

The instantly recognisable caricatures of the Hairy Bikers have proved highly engaging with consumers and have extended Theakston’s market reach.

The designs have received national acclaim in bars across the UK and listings in Waitrose and Sainsbury’s.

The designs are a testimony to legacy of both Dave Myers and the Hairy Bikers.

I cannot tell you how proud I am of this beer and the collaboration with Theakston. We’ve been intrinsically involved in the recipe development and tasting notes. Trust me when I say there was a lot of tasting! I hope you enjoy it as much as we have enjoyed creating it.

Si King

Achieved National Listings Triple Hop Best Bitter achieves national listings in Waitrose & Partners.

Sold out within days of launch Triple Hop Best Bitter sells out within days of its launch on the Theakston Brewery online shop.

Range expanded Due to the success of Triple Hop, Zesty IPA was launched within the range, gaining national listings in Sainsbury’s.

WPA Pinfold

Our work — Hairy Bikers x Theakston – the road to success

Hairy Bikers x Theakston – the road to success

Hairy Bikers x Theakston – the road to success

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