- The Piton Brand
Heineken was 'The beer of St. Lucia' and WLBL's premium beer product.
Price point and International image suggested that the Brewery should introduce an 'indigenous' brand, to allow Heineken to move to its brand defined segment. Piton Beer was introduced to the market, but faltered at consumer confidence
and mixed response to quality.
PresentImage was asked to redevelop the ailing brand.
A combination of livery redesign and a change of message became a winning combination. The livery, coupled with a taste change won a gold award at an international beer ceremony.
This gave us the opportunity to publish an advertisement thanking the St. Lucian public for their support in making Piton Beer 'The Beer of St. Lucia'. The public instantly embraced the brand as their national beer.