LA BÊTE

Strategic Challenge:
In a highly dynamic and competitive market, how can we quickly bring to light a previously unknown beer?

Response:
By creating an ultra-rich and ultra-targeted universe to surprise 18-30-year-olds on all possible contact points... even going so far as to develop a consumption ritual and product innovation.

The Beast "reveals" itself all across France with billboards, social media content, press coverage, an ambassador program, and activations. The agency's creative and experiential teams also imagined a consumption ritual involving the creation of a spin-off product—as well as point-of-sale and CHR (cafes, hotels, restaurants) activations.

Exclusive Experiences...
The Soirées Pleine Lune ("Full Moon" parties) are one of the highlights of this collaboration. Several hundred venues across the country will host these exclusive events, which will take place once a month. These evenings will be an opportunity to discover the beer "La Bête" and immerse oneself in its captivating universe.

The Beast goes even further by envisioning its den in 13 partner venues starting in June. These immersive set-designed scenes promise an experience where La Meute ("The Beast's Pack") can live an unforgettable evening.

Establishing a Ritual...
Always in search of innovation, La Bête welcomed our proposal to create a true consumption ritual, associating the beer with a spicy sauce called La Morsure ("The Bite"), created for the occasion in collaboration with a culinary studio. La Bête thus proposes a new way of consuming, revisiting the Mexican cocktail Michelada, with a glass rimmed with spicy seasoning. This ritual promises to delight thrill-seekers.