We run Jupiler's social and made a national beer institution relevant to a generation that did not grow up with it.
Jupiler is Belgium's beer, but owning the country is not the same as owning the next generation. We run their social, building always on content around the culture Belgians actually care about, from techno to football, with influencer and paid layered on top. The World Cup campaign alone did 7.3M impressions, and the 18 to 24 group grew 264% year on year.
Jupiler has near total awareness in Belgium and almost no growth left to buy there. The real risk is generational, because legal drinking age drinkers do not inherit their parents' brand loyalty. So the ask was to make Jupiler matter to them without loosening the grip on the 35+ core.
We stopped making beer ads and started making content that earns its place in the feed, lo fi, funny and fast onto whatever Belgium was already talking about. Culture gave us the way in, from the Charlotte de Witte collab to Standard Liège, the Red Devils and the World Cup, each amplified by influencers picked for credibility rather than follower count. Everything gets tested small before the winners get budget, which is how a scrappy reel like Brazilian Blood became the quarter's best performer on reach, engagement and cost per thousand.
