When Foster’s demerged its wine asset, it left a question mark over their beer brand. They needed to bring the CEO’s vision to life, that CUB is ‘the beer brand loved by all Australians’.
We started with an internal audit to identify what compelled staff to turn up for work everyday. After seven Brand Essence sessions across the country and in-depth planning, Bastion Brands established three values that would guide the organisation — BELIEF, BRAVERY, BOND — and then implemented these across all facets of CUB. This stance allowed CUB to be more than just a beer brand, but an iconic symbol of friendship.
A year to complete, the project resulted in successfully reinvigorating the brand internally and externally.