Kwak launches 2 new flavors, Kwak Blonde and Kwak Rouge, along with the iconic new Kwak glass: the perfect occasion to create the first advertising campaign for the brand, both in Belgium and France!

Rooted in Belgian surrealism, the campaign is designed to rejuvenate Pauwel Kwak’s image, modernizing the brand while staying true to its heritage. By highlighting its playful and creative spirit, Kwak aims to connect with a younger generation of beer enthusiasts, appealing to their curiosity and love for bold, unique experiences.
This vision comes to life through three surreal and vibrant worlds, brought together in a captivating TV spot crafted with the help of renowned illustrator Bob Venables and London-based production house Epoch. Supported by a 360° approach, the campaign extends to street posters, tram ads, and other key touchpoints, ensuring broad visibility and impact.

With the tagline “Discover the Taste of Imagination,” Pauwel Kwak invites consumers to rediscover the brand, blending tradition and innovation to create a beer experience that feels fresh, modern, and unforgettable.

The results?

Perception Objective
Consumer perception of Kwak has shown remarkable progress compared to the same period last year. Notably, the statements "good to see to drink" and "is a premium brand" have experienced significant increases in positive sentiment, rising by +17% and +16%, respectively.

Behavioral Objective
This positive shift in perception has translated into noticeable changes in consumer behavior, driving increased consumption of Kwak:
+6.4x growth in the household penetration index in 2022.
+64% increase in consumption from October to December 2022.
Young adults aged 18–29 emerged as the largest consumer group.

Commercial Objective
Kwak achieved outstanding commercial results in 2022, including:
+467% growth in total market share.
+428% increase in sales volume.

> TV spot

> OOH

> OOH on street and tramway (Brussels and Gent)

> Social Media posts

> OOH in France