There are a huge number of competitors in the beer market, differentiated by very little outside of price and to some degree branding. There is a strong argument to say that it is almost a commodity product. So in this instance, a strong 'green' positioning strat is probably a good thing, but would it actually make you try it?
I took a random poll around my office, of the 60 people I asked, the answer came back to the same thing, is it on special? Basically speaking, people that think like me, work with me and are easily persuaded like me tended to agree that it was a little weak and as normal, came back to price to encourage sampling it. I wouldn't say this is credible, so lets look at the positives.
Throughout Melbourne there have been a number of billboards that have stood out, interestingly with little reference to the actual beer and much more focus on the live plants that inhabit it. The catch line is "We're giving this billboard back to nature". It caught my attention and have overheard a few conversations about it, so for general brand awareness, it has worked well/
Josh Strawczynski's Opinion
Unfortunately, I see this one going the way of empire midstrength, then again, there have been lesser products that have made their place in the world. Maybe this could be one of them.
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