Size doesn’t matter / Whether it was the fortuitous timing of New Zealand’s lockdown coming to an end, the PR-grabbing premise, or a post-pandemic appetite for the simple things in life – this charming but small stunt produced some astounding results. A 14% sales increase is a serious feat, and a figure that a brand with 10 times Emerson’s marketing budget might never achieve.
So was it just pure luck, or can other brands learn from Emerson’s success? The key to this campaign is that it reflects what the brand stands for: artfully crafted beers, quality time with friends, and none of the distractions of modern gastropubs. By accurately capturing the spirit of a country emerging from lockdown, starved of time in pubs and with friends, Emerson’s idea travelled far and fast. The size of the Tiny Pub lent itself to the intimacy people had been longing for, and the simplicity of the idea generated mass appeal. Experiential marketing can be frivolous and forgettable, but Emerson’s struck a chord when it created an experience that strongly linked to its core product and values, while also providing value and entertainment.
Cut through / New Zealand is a world leader in producing quality craft beer, and Emerson’s is regarded as something of a pioneer in the country’s booming craft brewing scene. To stand out in this cluttered space, Emerson’s created a campaign that resonated emotionally with viewers and participants. The Tiny Pub reminds us that two friends meeting up for a beer is an opportunity for human connection and should be an intimate experience. In the wake of lockdown, these simple moments took on greater significance, as the world learned to not take them for granted.
The tiny travelling pub was joyfully shareable and easily replicated with a couple of Emerson’s beers and a friend. In a pre-pandemic world, perhaps Emerson’s message would have struggled to cut through the noise, but as it happened, the Tiny Pub reflected the mood of the nation and positioned Emerson’s as a beer that stands for the simple, important things in life.
