Manchester’s BGN agency has launched a digital publication for Carlsberg Marston’s called ‘Thirst’.
- The webzine resulted from a competitive three-way pitch, showcasing BGN’s creativity and expertise.
- ‘Thirst’ targets trade clients, offering brand stories, industry news, and exclusive deals.
- The publication aligns with CMBC’s branding to maintain consistency and reinforce brand identity.
- Both BGN and CMBC highlight the digital format’s potential for innovation and engagement.
Following a competitive selection process, Manchester-based brand design agency BGN has spearheaded the creation of a new digital-only monthly publication, ‘Thirst’, for Carlsberg Marston’s Brewing Company (CMBC). The digital magazine is specifically designed to engage with CMBC’s trade clientele by providing an innovative platform that combines product showcases, compelling brand narratives, and significant industry news. This project highlights BGN’s capability in handling complex briefs and delivering creative solutions.
‘Thirst’ arose from a three-way pitch, illustrating BGN’s adeptness in navigating competitive challenges to achieve a winning proposal. The publication intends to serve as a valuable resource for trade clients, blending informative content with attractive deals, thus driving client engagement and sales. BGN’s comprehensive involvement included developing the name, establishing the brand identity, and creating all launch materials such as videos and the microsite. Such an integrated approach underscores BGN’s strategic and creative prowess.
The digital magazine’s design and aesthetics draw heavily from CMBC’s established and recognisable colour palette. This strategic choice ensures alignment and coherence with the overarching brand ethos, thereby enhancing familiarity and trust among its readers. The chosen name, ‘Thirst’, signifies the publication’s mission: to quench the audience’s appetite for advantageous offers, insightful knowledge, and the latest industry trends, effectively reflecting the readership’s core interests.
BGN has committed to leading the design and creation of content for the subsequent eleven editions over the forthcoming year, a testament to their responsibility and strategic vision. Creative Director at BGN, David Newton, commented on the project’s innovative essence, stating, “This has been a fantastic project to work on. Our focus has been on creating a publication that captivates, educates and becomes a highly sought periodical by all stakeholders.” Such confidence in the publication reinforces its anticipated impact and relevance.
Michael Puckett, Customer Marketing Manager at CMBC, praised the final output, describing ‘Thirst’ as a premium editorial product with a design that communicates elegance and professionalism. The digital medium allows more dynamic and engaging content through animation and interactive elements, offering a sophisticated reading experience tailored to the trade sector’s needs. This emphasis on digital innovation illustrates both BGN and CMBC’s commitment to pushing the boundaries of traditional publication.
The successful launch of ‘Thirst’ epitomises BGN and CMBC’s dedication to innovative, industry-focused content delivery in a digital format.
