Maintain the brand positioning of “A Man’s Beer”.
Re-present a culture and standards of T&T manliness through the lens of the STAG brand.
The “This is How We…” campaign identified distinctive behaviours in the local vocabulary of male existence and expression and re-presented these in exaggerated but undistorted propositions. The campaign created and epitomised reality of a familiar masculinity.
The campaign was recognised by the Caribbean Advertising Federation (CAF) and won numerous ADDY awards.
This campaign helped to further concretise the relationship between STAG and cmb.