When the New Year’s brief for Harar Beer came in, one thing stood out to us. ‘Make it exciting. Entertain our consumers. Make it viral.’ Harar is all about humor and fun, so what we suggested is to put THAT in the consumers’ hands.

We redesigned the Harar Beer label and added random funny jokes to it. That way whenever a consumer grabbed a beer bottle over the holiday period, they encountered an entertaining piece of sharable content on every bottle. We also designed a Social Media filter that made it possible to share all the funny jokes with friends during the campaign period.

Outlet branding also stood out as it wasn’t your typical repetitive poster. We selected different jokes for different regions of the country to ensure that they resonated with the local context.