From its rich history, ingredients and personal moments of enjoyment, we developed the brand promise: Leffe. Full of Life. The integrated campaign was launched with three commercials. Each focuses on a moment in which a 'sophisticated lifestyle' is enjoyed. These moments are enriched with Leffe. The campaign was further supported with retail and on-trade activations and an extensive online campaign.
We framed the commercials as 'classic' beer commercials. Like Leffe itself, these were developed with a lot of craft and nurturing. With natural light, classic materials and beautiful beer shots. The 'Full of Life' feel is reflected in everything. From advertisements, POS materials in the supermarket and on-trade to the social media campaigns and activations.
FULL LIFE refers to the product: the rich and full flavour, living yeast, the brewing process and the rich history from the past life in the abbey to the abbey beer it is today. But Vol Leven also refers to people who choose a beautiful and conscious life, filled with stylish and authentic products and flavours that enrich it. With that, Leffe is there for everyone who enjoys life.
As a result, Leffe is there for everyone who enjoys life.
We are not going to tell people to rearrange their lives; we are going to tell them to enjoy themselves more. To cherish moments you choose for yourself and to take time and rest for them. Whether you retreat with your favourite music, work hard at your hobby or enjoy authentic products and materials. It's all about that conscious choice, a choice for your products, your moment, your life.
It's about that conscious choice, a choice for your products, your moment, your life.