Campaigns / Kingfisher Ultra · Ultra Max · Witbier · 2019–2024
Three beers on tap
A content retainer that turned one 'Ultra' into three brands.
- Table
- Kingfisher Ultra · Ultra Max · Witbier
- What we did
- Visual system, films, stills, GIFs, key visuals
- Door
- Tabletop · Packaging & Branding · Batch Cooking
- 225 product stills a year
- 12 tabletop films
- 100 lifestyle images · 100 GIFs
The order
Kingfisher came to us in 2019 for the Witbier launch. The bigger problem was obvious on a phone: Ultra, Ultra Max and Ultra Witbier all looked like the same beer online. Each needed its own rules.
How we cooked it
We wrote the rules: colour, angle, wardrobe, casting, food pairing, per sub-brand. Then a twelve-month content retainer across all three, renewed for years: 225 studio product stills plus topicals, 100 lifestyle images with four models in two locations, 100 slow-motion GIFs in 9:16, twelve 20-second tabletop films with 10 and 6-second cuts, 12K medium-format stills for print and POS. Witbier's launch film was shot on the robot arm in 2019. Ultra Max got a Phantom film in 2022 and, in 2024, a film made with cymatics: sound drawing patterns in gold liquid, 9:16 first.
How it went down
Three sub-brands you can tell apart at a glance, and a bank that kept pace through five years of changing digital mandates.
The campaign
More from this table
Kingfisher
UltramaxKingfisher Witbier
Launch Promo