# data[].attributes.headline
 Campaign 4: 'Our Beer Hasn't Changed. Just the Vessel'

# data[].attributes.subject
 Campaign 4: 'Our Beer Hasn't Changed. Just the Vessel'

# data[].attributes.body
We firstly highlight the The Great British Debate: “Which glass are you?”  For a long time there has been a discussion about which vessel is the best to drink beer from, but this, of course, is very arbitrary.

The beer industry seems to decide vessel-type on two levels. The first level is the most linked to tradition, i.e we have glasses for pilsners, lagers, and ales that are generally accepted as norms. The second level, and the level of debate this campaign is interested in, is the branding aspect decided by the beer companies themselves.

With this in mind, Campaign 4 will seek to open debate on vessel-type, offering a wider variety of vessels at Green King Pubs while not extending to far into a Paralysis of Choice situation.

# data[].attributes.headline
Campaign 3: 'There for the Locals Since 1799'/ 'Through Time, Always There for the Locals'

# data[].attributes.subject
Campaign 3: 'There for the Locals Since 1799'/ 'Through Time, Always There for the Locals'

# data[].attributes.body
This campaign focuses specifically  on Greene King's role in community and a more literal representation of its place in the community's history.

It would perhaps start with the narration along the lines of: "Throughout time, GK has played its part in communities."

There are two obvious, yet stylized ways to illustrate this idea.

1)There is an image of a pub and time lapses while the narrator explicates the history of Pub X and X's story. This could work just as well for Bury St. Edmunds

2)There is a historical take much like Budweiser's Super Bowl 2016 commercial that emphasizes the humanity and reliability of a specific Green King Pub with four or five key historical moments in the brewery/pub's history. Very linear story withs straightforward narration. The goal is simplicity.

# data[].attributes.body
Starts with a stylised take at Bury St Edmunds at the beginning of the brewing process, ending in the hand of a drinker.

Each stage of the brewing process is a liminal moment. The ad shows just enough of a glimpse to spark curiosity whilst still revealing enough to contribute to the 'story' at large.

Emphasis is turned away from the Brand/Chain aspect of Greene King to its historically local roots.

'Its still a brewery,  and it's still serving its original purpose: to make YOU a pint at the end of the day.'

# data[].attributes.headline
Campaign 1: 'Bringing Old Friends Together'

# data[].attributes.subject
Campaign 1: 'Bringing Old Friends Together'

# data[].attributes.body
1) Beer is transported from Bury St Edmunds to a Greene King Pub.
2) A local is simultaneously making his way from work to a Greene King Pub.
3)They arrive at the Greene King pub at the same time.
4) The final shot is the man with his pint in hand.

There are opportunities to make this more stylised or documentary styled. This, of course, depends on the desire to balance the representation of real people, authenticity, and entertainment.

This campaign would be dispersed, containing a collection of ads that follow the same template to reach different groups, geographically and demographically.

Emphasising the journey of both Beer and Drinker to the Pub.

Mirroring effect with the two meeting in the middle.

Ending slogan ‘Greene King pubs: Bringing old friends together OWTTE’ etc. referring to drinkers relationship with beer.

# data[].attributes.body
With past campaigns in mind, we have formulated four possible new campaigns. Each campaign is distinct from one another, but shares several common themes.

Community. Many of Greene King's pubs have been around quite a long time. These pubs have been an integral part of people's lives throughout. It's a symbiotic relationship and "To The Pub" was a great stepping stone. Pubs are people.

Tradition. Every patron participates in a piece of history when entering a Greene King pub.

The Brewery. Greene King has been at Bury St Edmunds since 1799. That's not an insignificant number of years to have been around. People should know where their beer is coming from.

A Meeting Place. The pub is a social centre. It is indispensable to a small village or town. It is where YOU meet up with a cold pint.

The 'Relationship.' Drinker and Beer, Beer and Drinker. Brewery to Pub to Drinker.

# data[].attributes.body
We have previously seen in CFTM advert that Greene King show off a variety of glasses.

From the traditional handle, to tulip, nonic and chalice.

In the pubs and bars I've worked and drinked at, there is always a debate over 'which glass is best'. I've often been emasculated for not drinking out of a handle, or complained about a nonics un-ergonomic shape.

Why cant this be marketable?
This represents the traditions of the pub that Grey and Greene King want to emphasise.

# data[].attributes.body
CFTM advert overtly communicates the three main points of interest - People, Pubs, Beer.

# data[].attributes.attachment_link.title
Greene King IPA Advert -  Crafted for the Moment

# data[].attributes.attachment_link.description
Greene King IPA Advert - Featuring Jake Bugg (http://bit.ly/MaFcOm) and the track 'Country Song'. If our TV ad leaves you with a thirst for more, then join us on Facebook http://www.facebook.com/greenekingipa1799 or visit our website http://www.greenekingipa.co.uk/

# data[].attributes.body
We saw the "To The Pub" and "Crafted for the Moment" campaigns as an effort to alter public discourse of Greene King's perception.

Widely regarded as the big chain brand of all big chain brands, we see why GK wanted to deflect attention from the franchise aspects of the brand and switch attention back to the local, unglamorous roots from which its first beers stemmed from. By emphasizing the key concepts of Pub, People, and Beer, it serves to remind potential customers of the brand's beginnings. Reminding the client that it still plays a part in making people come together - offering both the beer and the venue to do that, and something that you cannot replicate at home.

Greene King has always stuck to traditional public house images - greens, golds, wood panelling, traditional beer pumps.

Therefore, their campaigns should mirror the traditions that run through their branding.

# data[].attributes.body
Studies showed that less and less people were going to the pub, instead choosing to drink at home. Greene King and Grey set out to promote the qualities of 'The Local' that may have been forgotten by the public, and encourage people of young and old to gather in their local Greene King establishment.

The "To The Pub" and "Crafted for the Moment" campaigns emphasize the positive connotations of locality: a community together with people "from all walks of life."

The former's focus lies in the pub's vital dependence on its local patrons, featuring a less stylized, 'populist' approach. The latter speaks for itself in many ways through its cinematography. Both, however, seek to do the same thing: foster a renewed, positive relationship between patron and pub. Put forth by Grey as the " perception problem," the loss of Greene King's "emotional connection with consumers," the perception of Greene King's brand came to be known as a"skill-less, faceless large brewery."

We want to build on this campaign and offer a selection of future hypothetical campaigns and sample adverts that could take the Greene King brand one step further.