Client: Camden Town Brewery
Camden Stout set out to challenge Guinness' near-total dominance of the stout category, which so defines the ritual, look, and social acceptance. Consumers don’t always choose the best pint; they follow the familiar. In winter 2024, a rare Guinness shortage opened an opportunity for Camden. We introduced "Honest Reviews," capturing authentic reactions from Guinness drinkers. Transforming media touchpoints into review platforms turned private surprise into visible approval.
This feedback loop boosted volume, value, and achieved overwhelmingly positive sentiment, propelling Camden Stout to the UK's #2 stout.
