Greene King’s 5 year sponsorship deal with the England and Wales Cricket Board is a real coup and one that will increase exposure for their flagship ale and beer portfolio to a broader range of drinkers than traditionally.
Doosra, not just a cricketing term, but now also a Greene King beer, launched to coincide with the sponsorship. Our role was to create designs for take home and on-trade POS materials that bring the Greene King branding and product attributes together with the sponsorship in an impactful way. Using our unique ‘i5’ approach we investigated how brands leverage and represent their sponsorships in order to understand what works and resonates with the target audience. We fed this insight into our Science and Magic Labs creative workshops where we were able to distil the essence of cricket into one iconic image, that of a cricket ball.
The resulting 3D visuals for items including a label, neck collar, selection pack design and shelf talker, create real stand out and bring the heritage of both Greene King and the England Cricket Board together in a cohesive and instantly recognisable way. Tactical promotional materials will also be produced with competitions to win cricket related prizes.