BGN, a Manchester-based agency, has launched ‘Thirst’, a webzine for Carlsberg Marston’s Brewing Company (CMBC).
- The creation followed a competitive pitch and aims to serve trade clients by highlighting CMBC’s products.
- The digital-only publication includes industry news, brand stories, and offers designed to stimulate sales.
- BGN utilised CMBC’s brand identity in the webzine to ensure consistent brand recognition.
- With engaging digital content, ‘Thirst’ is designed to captivate stakeholders and provide a sought-after monthly read.
Following a competitive three-way pitch, BGN, a Manchester-based brand-led design and digital agency, has developed a new digital-only monthly publication for Carlsberg Marston’s Brewing Company. This webzine, aptly named ‘Thirst’, is strategically targeted towards CMBC’s trade client base and is crafted to showcase CMBC’s extensive product range. By incorporating brand stories, industry-focused news, and exclusive deals, it aims to act as a catalyst for increased sales among its readership.
Under BGN’s direction, all facets of the project were meticulously crafted, from the webzine’s name and branding to the comprehensive suite of launch materials including videos and a specialised microsite. The agency has committed to overseeing the design and creation of content for the subsequent eleven editions scheduled over the next year. Thirst’s brand identity is intricately aligned with CMBC’s established colour palette, ensuring seamless brand consistency and retention of brand equity.
The selection of the name ‘Thirst’ is particularly telling, reflecting the core desires of CMBC’s audience: a thirst for advantageous deals, a thirst for insightful expertise, and a thirst for the most pertinent industry news and trends. This branding decision encapsulates the aspirations of both the publication and its readers.
David Newton, the creative director at BGN, expressed enthusiasm for the project, noting, “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 endorsements underscore the broad appeal and anticipated success of ‘Thirst’ within CMBC’s network.
Michael Puckett, the customer marketing manager for third-party brands at CMBC, praised BGN’s execution, highlighting the webzine’s premium editorial feel and sophisticated design. The digital-only format affords opportunities for innovation, such as animated covers and dynamic articles, enhancing the reader experience and engagement. It is designed specifically to resonate with readers within the trade sector, rendering it a vital resource for CMBC’s communication and marketing strategy.
‘Thirst’ stands poised to enhance CMBC’s trade communication, blending insightful content with strategic brand alignment.
