Jubel mocks copycat lagers in new campaign
Jubel is taking a swipe at rival fruit lagers in its first brand ad, using a string of ridiculous substitutes to ask drinkers:
“Why on Earth would you?”
Created with independent agency Insiders, the film features a tropical holiday in the living room, surfing on an ironing board and a dinner date with an inflatable. Each makes the same point: an alternative isn’t always a convincing replacement.
The punchline turns to beer, positioning Jubel as the original choice in an increasingly crowded fruit lager market.
Founder and CEO Jesse Wilson said: “Most brands just have a moan when they get copied, but we thought we’d have some fun with it, so now we’re the ones asking ‘why on Earth?’”
The campaign aims to introduce Jubel to drinkers who haven’t yet tried fruit lager, while giving existing fans a reason to stick with it.
Insiders founder Josh Clarricoats said: “We wanted to make a film that amplified what makes them different rather than smoothing out the edges, and to introduce JUBEL to people who don’t yet know and love it.”
It follows the brand’s secret party behind a billboard, which dispensed pints and opened onto a hidden event.
Subscribe to the famous newsletter and get the best campaigns in your inbox
