When SAB Miller asked us to work on a new product they were bringing to market in 3 months, we grabbed the chance. We loved the challenge it presented; the product, its archetype, role in ABL’s portfolio and pricing strategy. We made this product our baby and together we built a brand from the ground up. From bar crawls (strictly for research purposes), choosing a name (Chairman Malt Liquor), selecting the brand colours, designing the logo, developing a 360° camapign, conceptualizing and shooting the ads, creating the billboards and producing a series of 5 minute late night stand-up comedy skits for TV. We did it. Within less than a year, Chairman made up 10% of ABL’s portfolio and 5% of market share.