A masculine new look

The new design was inspired by a man's chest. The intension was to dial up masculine credentials by using traditional elements like the branded roundel. The brand had become more bling over time and the colour palette was simplified to focus on the core iconic colours of black and yellow. The portfolio had also become inconsistent, so the new look was used to create a uniformed look and feel across the portfolio. The big idea of re-discovering 'a man's drink' was then taken into promotions, advertising and point of sale.