Australia's Otherside Brewing created 'Plan C' to be more affordable
Mar 31, 2020
A new craft beer brand in Australia has been created and designed in direct response to the coronavirus pandemic.
Perth's Otherside Brewing Co. and agency Block created "Plan C: Simple Ale" to encourage consumers to support independent brewing, which has been hit hard by the closure of venues and by customers becoming more price sensitive. The brand and recipe were created over just five days.
The brand is designed to be affordable at just two over Australian dollars a can (about $1.22 U.S.) and features a simple label with the tagline "The Brew to Get You Through." Marketing for Plan C will take place on Otherside's social channels, and the can can be pre-ordered online before it becomes available from April 8. Otherside is working with local retailers to have it delivered directly to customers.
“Clearly, no one knows where any of this is headed, but remaining flexible and rapidly moving to develop creative solutions and getting ideas to market as quickly as possible will ensure that businesses have given themselves the best possible chance to survive,” said Block Creative Director Mark Braddock in a statement. “Communicating with honesty, empathy and clarity, is now more important than ever.”