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Jopen brand campaign

An anything but boring relaunch of the brand

In their pursuit of becoming the largest independent craft brewer in The Netherlands, Jopen asked NEEW to dust off the brand and make it more appealing to a younger audience.

Jopen brews craft beer that’s definitely different and special. From hip-hoppy IPAs to unorthodox Caramel Seasalt Brownie Stout. Anything but boring! That’s Jopen’s new motto. It means that everything the brand makes or does is the opposite of common. One could say: atypically tasty. You can be sure at Jopen they’ll do their utmost to squeeze every last drop of mundane out of your day, no matter when or where you meet the brand.

'I promise it won't be boring'

What will the future hold? To answer that question, Jopen likes to quote mister David Bowie: “I don’t know where I’m going from here, but I promise it won’t be boring.” We created the new positioning, visual identity and campaign accordingly.

 

How exactly? Well we started out by ‘Making Joop Dope Again’ in the Popie Jopie Campaign. As we saw the name ‘Joop’ was declining in popularity for the recent years. Of course we had to do something about that… 😉

But also, launching a catwalk show during Fashion Week, with Dutch designer Bonne Reijn. Showcasing our ‘new look’ by the most crafty beer coolers ever made.

Who gives a $#✶♡
Building brands the NEEW way.
Why would I spend my precious time and money on it?

We always put people at the centre everything we create and ask ourselves the question: is what we’re creating truly adding value and relevant to them? Would they care to spend their time and money on it?

Is it worth talking about and would I share it with peers?

Whatever we create should be unique, ownable and distinctive. It should be worth talking about and spark conversations or provoke reactions.
It should be worth sharing as ideas people share with peers, need less paid media to become a success.

Is it a star worthy experience?

We always strive to create 5-star experiences (in the broadest sense of the word). Attractive, appealing, relevant, touching and accessible. A positive-review-magnet if you like. Executed to perfection in every touch point and in all media channels.

Why would people love it?

We build brands people love. Make stuff with impact; stuff that touches them. We find what makes them tick and give them what they love. Things they want and need or didn’t yet know they wanted or needed.