Asahi Premium Beverages – Cricketers Arms – Capturing the Classic, Irreverent Spirit of a Brand

Asahi Premium Beverages – Cricketers Arms Capturing the classic, irreverent spirit of a brand through a collaborative process — and bowling a winner for sales through on-shelf presence and craft credibility. Cricketers Arms has its heritage anchored in post-game mateship—sharing a beer after a long day in the field and embracing traditional sporting values; etiquette, camaraderie and achievement. Asahi Premium Beverages approached us to develop a solution that not only addressed the brand’s positioning and awareness challenges, but unearthed its unique brand story. Following a holistic and collaborative approach that encompassed a brand and category audit, identity workshop and four stage creative process, the unique story of the Cricketers Arms brand was unearthed. The revised strategy pa