Make WOB the destination for those craving more from life.
THE ASK
BACKGROUND | THE ORIGINAL CRAFT BEER RESTAURANT.
World of Beer is the place created for people to relax and refresh through a journey of discovery and exploration of beer, complemented by the best food and spirits available.
BEER AT HEART
Despite competition from alternative alcoholic beverages, beer remains America's favorite drink, with craft beer continuing to grow steadily after its '90s and '00s boom.
THE PERFECT STORM
The casual dining chain industry was hit by the pandemic, followed by the stubborn inflation and the severe competition. along with the changing consumer attitudes.
OBJECTIVE | Reintroduce WOB as the premier spot for craft beers, stellar drinks, savory bites and unforgettable moments.
SITUATION | Consumers are increasingly valuing dining out for the unique social experiences it offers, yet they also seek the convenience of quick, grab-and-go meals due to their busy lifestyles. This has created high stress levels among Gen Z and Millennials. , creating opportunities for businesses to cater to this emerging desire for quality and relaxation.
63%
dine out because of the unique experiences.
US Foods
71%
prefer meals they can
consume on the go.
CS News
71% & 65%
of Gen Z and Millennials are exhausted from prolonged stress.
Forbes
However, there is a cultural shift towards a slower, more mindful way of living.
Americans have been driving up searches for ‘slow life’; they want to be active without rushing and embrace the moment.
Exploding Topics
245%
THE OPPORTUNITY
World of Beer can chart their own course by changing consumer perception from merely another casual diner to a laid-back beer and food place
TARGET AUDIENCE | Two audiences are defined: the primary audience, Experience Seekers, consists of tech-savvy, social young professionals aged 25-35 in urban settings, seeking authentic and memorable experiences. The secondary audience, Balance Seekers, includes established professionals and family-oriented individuals aged 35-43, focusing on work-life balance.
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Primary Muse: Maya, the Novice Experience Seeker
Age: 26
Occupation: Graphic Designer
Income: $75,000 - $90,000 per year
Education: Bachelor's Degree
Location: Urban setting, Tampa, FL
Interests: Socializing, trying new foods and drinks, attending events, following trends on social media.Challenges: Managing stress from a fast-paced urban lifestyle and finding time for meaningful relaxation.
Goals:
Discovering new and exciting places to eat and drink.
Building a network of like-minded individuals.
Finding balance between work and personal life.
Values:
Creativity and self-expression.
Authenticity and uniqueness.
Social consciousness and positive impact.
Psychographics:
Personality: Outgoing, adventurous, values creativity and self-expression.
Lifestyle: Active social life, frequently attends events, and enjoys exploring new trends in food and drink.
Opinions: Supports brands that are authentic, socially conscious, and innovative. Prefers establishments that offer unique and memorable experiences.
Attitudes: Looks for dining and social experiences that are Instagram-worthy and shareable. Appreciates places that offer a blend of fun and relaxation.
Secondary Muse: Alex, the Aficionado Balance Seeker
Age: 37
Occupation: Lawyer
Income: $100,000 - $120,000 per year Education: Master’s Degree
Location: Suburban Texas
Family: Married with kidsInterests: Craft beer, family activities, dining out, cultural experiences.
Challenges: Balancing a demanding career with family time and personal relaxation.
Goals:
Finding quality time to spend with family.
Seeking authentic experiences to unwind from work stress.
Introducing his children to different cultures and foods.
Values:
Family and work-life balance.
Authenticity and quality.
Experiencing life’s simple pleasures.
Psychographics:
Personality: Responsible, family-oriented, enjoys both tradition and new experiences.
Lifestyle: Busy professional life balanced with family commitments. Weekends often spent on family outings or exploring new restaurants.
Opinions: Values authenticity and quality in products and services. Believes in work-life balance and spends on experiences over material possessions.
Attitudes: Prefers brands that cater to both adult and family-friendly experiences. Appreciates establishments that provide a relaxing atmosphere conducive to family visits.
THE ANSWER
⚠️ ISSUE | Frantic Gen Z and Millennials are living on autopilot.
🧐 INSIGHT | The slowest moments, create the greatest memories.
🤓 STRATEGY | Slow down and savor life’s moments.
🤔 REASON TO BELIEVE | WOB is born out of beer, the communal brew of low alcohol enjoyed at a leisurely pace and allowing the conversation to brew up over great food.
THE APPROACH
BIG IDEA
Slow down and savor life’s moments.
TAGLINE | Crave more.
MANIFESTO | Life in the slow lane. That’s not something you get to experience every day. Between winning accounts and perhaps losing them, and between bosses who inspire you and bosses who make you perspire, we get it. Life, no matter which way it goes, needs to grant you a little give—a moment to relax and slow down. Whether things are going well or not-so-well, we could all use a moment that balances us. Let us create that moment for you. Stop by and let our mouthwatering meals indulge all your senses. Let our beverages (and boy, do we have beverages!) ease you into a place you can call your own. Let us be your place to slow down and enjoy much-needed time for yourself.
OVERVIEW | The "Crave More" campaign captures the youthful and slightly rebellious spirit of our target audience. It highlights their desire to break free from the mundane autopilot life they live and embrace a lifestyle that cares about fulfilling moments filled with diverse beer options, unique food pairings, vibrant spirits, and unforgettable experiences. Through this campaign, WOB positions itself as the ultimate destination for those who crave more than just the ordinary.
We’ll depict raw human moments where individuals are confronted with the limitations of their routine lives and are left craving more. Each scene emphasises the need to break free and seek more fulfilling experiences with WOB as THE place where you can take a breather and enjoy all things life has to offer.
SOCIAL MEDIA | We’ll create an original electro-hip hop soundtrack with the catchy lyrics “crave more, and more, and more.” We’ll share a video featuring a customer joyfully seated at a table, with drinks and dishes appearing in sync with the beat. We'll invite users to use this soundbite to craft their own videos. Participants stand a chance to win free drinks and menu items at WOB.
SHORT CONTENT SERIES | This series takes place at various WOB locations, following the daily lives of WOB employees in a mockumentary style. By using direct-to-camera interviews, awkward silences, and relatable workplace humor, the series showcases how WOB employees embody the "Crave More" philosophy both at work and in their personal lives.
The Office x Crave More philosophy
Meet the Team: The WOB Fam
Introduce the main characters (employees) through direct-to-camera interviews, showcasing their unique personalities and roles at WOB.
The Great Beer Debate
A lively debate erupts among employees about the best beer on tap, featuring humorous cutaways to passionate interviews, culminating in a friendly beer tasting competition.
The Crave More Challenge
Employees take on a "Crave More" challenge, where they compete to create the most unique beer and food pairing experience for customers.
EXPERIENTIAL | We’ll bring the WOB experience directly to consumers through a mobile pop-up truck. This small truck will travel to various locations, offering unique beer tastings, curated food pairings, and engaging activities. The goal is to create memorable, on-the-go experiences that encourage people to slow down and break out of their routine.
Team | Strategy: Christina Williams, Juan Buchelli, Art : Michelle Mardorf