Creatively, when you think of beer advertising, you think of big TV commercials. This campaign leveraged an entirely new media space in the final three feet of purchase - the beer cans themselves - building a brand while disrupting the consumer journey and ultimately driving sales. We further broke with industry convention by doing the opposite of what our competitors do and expose our failures (albeit delicious ones). By releasing a range of 27 Rejected Ales, we proved Matilda Bay’s dedication to perfection and drove significant sales of Original Ale; the beer we were briefed with promoting.