Castle Milk Stout - Black
Studies showed that 8/10 people had not tried Castle Milk Stout, even though they had an opinion on it. After much research, we found out that people hadn't tried it because it is black, and black is not appetizing, you can't really see what you are drinking.
We set out to change this misconception, making black what it truly is, sexy, mysterious, and magical. This, in combination with Castle Milk Stouts Brand Message of slowing down and Savouring the Moment, would convert into trial and ultimately sales.
The advert definitely breaks the traditional SAB mold, both in terms of style and content.