Magic Rock were a scattergun brand in a packed category. They desperately needed an organising idea to explain their massive range of beers, which went from your standard lager to strong, dessert inspired stouts. We pitched "Makes Sense When Drunk", a platform that encourages the imaginations of the brewers, showing that really, it's what's inside that counts. A poster campaign launched the new brand platform that other breweries are too big to pull off, with adverts on the ceilings of pubs that could only be read when you drink, proving that it all makes sense, when drunk.
