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.

Brand design 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.