The Fruitiest, Naturally
Lindemans
Lindemans
Over 200 years of lambic brewing in Vlezenbeek. Six generations of craft, international awards and an iconic Art Nouveau identity. But heritage alone doesn't guarantee relevance. Lindemans needed a global brand platform that could reconnect with a new generation of drinkers, travel across 50+ export markets and make both its classic and alcohol-free range impossible to ignore.
The Challenge
Beer consumption was under pressure, younger drinkers were becoming more selective and fruit beer was competing with a growing range of alternatives. Lindemans had been quiet on the awareness front, while the world around it kept moving. A single platform had to work across Belgium, the US, Europe and China, each with their own drinking culture and consumer habits.
Our Approach
We built the platform around Lindemans' strongest truth: real fruit and real lambic. "The Fruitiest, Naturally" celebrates that core belief through striking visuals of Lindemans bottles emerging from abundant pyramids of fruit, reinterpreting the brand's Art Nouveau heritage in a contemporary way. AI allowed the visual world to scale across every flavour, including the alcohol-free range, while maintaining one consistent brand language. The campaign rolled out across DOOH, online video, social, print and POS, alongside a renewed website, with dedicated assets for international markets.
Results
Across two online waves in Belgium, the campaign generated 24.5 million impressions with 53% reach among 18 to 34-year-olds, while BVOD achieved a 96.1% view rate. DOOH added 46.3 million views, reaching 6.25 million passers-by. Among campaign recognisers, consideration reached 79% versus 54% among non-recognisers, and brand closeness 79% versus 46%. Accurat measured a 6.45% incremental lift in store visits during the campaign. The Ipsos post-test for Kriek 0.0% outperformed the beer-sector benchmark on enjoyment, originality, relevance and positive brand feeling.