Kwak
An original reborn.
Summary
In late 2019, we repositioned Kwak from a novelty beer to an icon of Belgian creativity by embracing its heritage of ingenuity and reframing it as “The Original Beer of Original Thinkers.” Rooted in Belgium’s culture of ‘débrouillardise’ (quick-witted resourcefulness to you and me), we built a whimsical world of imagination, brought to life through illustrations and a bold brand refresh. From new packaging to a bespoke hot air balloon, Kwak’s transformation captured drinkers’ curiosity—delivering a +467% market share increase, +428% volume growth, and an Effie-winning ROI of €4 for every €1 spent.
+467 %
Market share increase
+428 %
Volume growth
€4 ROI
For every €1 spent
Problem
Kwak needed to make the quirky credible.
The Belgian beer market was booming and the supermarket shelves were overflowing with countless craft beers, abbey ales, dubbels, tripels and traditional trappist beers. All of this competition carried credibility and history. And yet, despite its wonderful heritage, Kwak was perceived to be nothing more than a novelty amber ale with a gimmicky glass (that tourists loved and bar staff hated).
We’re born to be creative but society teaches us to conform.
Consumer truth
Our consumer survey found that Belgians are overwhelmed by the repetitiveness of their daily responsibilities (54%) and look for unexpected ways to make life more exciting (74%). In fact, Belgians have a unique word for it: ‘débrouillardise’ – the culture’s ability to use their ingenuity, creativity and lateral thinking to overcome life’s little problems.
Before
After
Kwak is the original beer of original thinkers.
Brand truth
In the early 19th century, Pauwel Kwak owned the De Hoorn Inn in Dendermonde, Belgium. Carriages would stop at the inn, but the Napoleonic Code outlawed coach drivers from abandoning their horses to quench their thirst. As an original problem-solver, Kwak had a special beer glass blown that could be hung from the coach, placing the amber ale within arm’s reach. No laws were broken, but no-one went thirsty.
Coming up with fun and flavoursome brand world assets for Kwak gave us the chance to really flex our creative muscles. Joe McMillan, Designer
Kwak celebrates the joy of being a true original.
Strategy
We reframed Kwak, taking it from being a quirky, novelty beer to being an icon of Belgian imagination. Kwak celebrates the creative and the clever, the ingenious and the inventive, and it invites drinkers into the brand’s wonderful world of flavour, excitement and extraordinary adventure. It is a Magician brand; quirky and curious, unconventional and unorthodox, joyful, free-spirited and full of wonder.
Concept
Explore the taste of imagination.
Our concept encouraged consumers to escape the ordinary by entering the wonderful world of Kwak. Celebrating both the flavours and the fantastical, our new Pauwel Kwak character would playfully ride a caramel hot-air balloon through a wheat field, ride a bottle pulled by butterflies made of hops through a golden sky and throw ruby red fruits in a field full of cherry trees.
Craft
Inside the marvellous mind of Pauwel Kwak.
With the help of illustrator Bob Venables, we created a whole universe dedicated to the marvellous mind of Pauwel Kwak. This set of illustrations, alongside a refined brand mark, colour palette and heritage claim, rolled out over the portfolio’s packaging, on and off-trade marketing materials, new glassware, an above-the-line advert, a tram takeover and even a custom-built hot air balloon!
Figures that were far from ordinary.
Results
In the 12 months after relaunching, Kwak’s market share had increased +467%, volume sales were up +428%, household penetration was up 6.4x, past 3 months consumption had increased by +64% and the return on investment had been calculated to be €4 for each €1 spent on the campaign. These wonderful results were recognised by The Effies, with a bronze award win.
+467 %
increased market shares
+428 %
volume sales increase
6.4 X
household penetration
