TROOPER BEER
Craft beer created by Iron Maiden
Challenge
Bruce Dickinson, lead vocalist of seminal heavy metal band Iron Maiden, came up with the concept for a beer line back in 2013. Named Trooper after one of the band’s most well known songs, the ESB style beer was an immediate hit with Iron Maiden fans in Europe. When it came to launching in North America, the band’s London-based management team needed support and asked Periscopes Up to provide an informed brand strategy and implementation plan, and then to activate it across the USA and Canada.
Solution and Result
Over the course of three years, we worked with Phantom Management, members of the band, exporters, importers, distributors, agencies and Robinsons Brewery. Beginning with category and customer research, Periscopes Up built consumer insights which informed a solid brand direction. The resulting strategy guided all marketing initiatives leading to a trajectory of growth.
We used our deep knowledge of the entertainment, music and beverage industries to optimize two huge band tours and an album release, reaching an audience of over two million people. Maiden fans were turned into Trooper disciples and beer drinkers who’d never heard an Iron Maiden album quickly began to regard it as a top quality beer worthy of their attention and investment.
Challenge
Bruce Dickinson, lead vocalist of seminal heavy metal band Iron Maiden, came up with the concept for a beer line back in 2013. Named Trooper after one of the band’s most well known songs, the ESB style beer was an immediate hit with Iron Maiden fans in Europe. When it came to launching in North America, the band’s London-based management team needed support and asked Periscopes Up to provide an informed brand strategy and implementation plan, and then to activate it across the USA and Canada.
Solution and Result
Over the course of three years, we worked with Phantom Management, members of the band, exporters, importers, distributors, agencies and Robinsons Brewery. Beginning with category and customer research, Periscopes Up built consumer insights which informed a solid brand direction. The resulting strategy guided all marketing initiatives leading to a trajectory of growth.
We used our deep knowledge of the entertainment, music and beverage industries to optimize two huge band tours and an album release, reaching an audience of over two million people. Maiden fans were turned into Trooper disciples and beer drinkers who’d never heard an Iron Maiden album quickly began to regard it as a top quality beer worthy of their attention and investment.
Services Provided
• Brand strategy
• Product development
• Category and consumer insights
• Implementation plan
• Hands on activation
