Rejected Ales

Rejected Ales

It took the Matilda Bay brewers 27 batches to create a beer that met their master brewer’s standards: the Original Ale. To promote this perfect brew, a range of near-perfect rejects were released as the Rejected Ales range – the best beers you were never meant to taste. Original and Rejected Ales were distributed to drinks retailers, and the campaign was supported by OOH, press, film, radio and directing marketing. Rejected Ales won the silver prize at major beer awards, pipped to the post, of course, by Original Ale. The campaign led to a boom in Original Ale sales, stockists increased by 17% and there were over 14 million media impressions as a result.

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What did the judges have to say?

D&AD Jury

Great work has writing that is a seamless and integral part of the creative idea. Good writing for design is not superfluous or frivolous, or an excuse for verbal diarrhoea. Good writing is almost invisible and effortlessly propels the brand, product or service. Matilda Bay’s Rejected Ales has succinct, distinctive and relevant writing, sprinkled with the right amount of insights and wit. Importantly, the writing adds to the experience of drinking a new or (im)perfect ale.

Garech Stone
Founder & Creative Director
The Stone Twins

Fresh, honest and charming approach to storytelling which stayed true to the intrinsic qualities of the product.

Keenon Daniels
Senior Creative
Trustly

Great work has writing that is a seamless and integral part of the creative idea. Good writing for design is not superfluous or frivolous, or an excuse for verbal diarrhoea. Good writing is almost invisible and effortlessly propels the brand, product or service. Matilda Bay’s Rejected Ales has succinct, distinctive and relevant writing, sprinkled with the right amount of insights and wit. Importantly, the writing adds to the experience of drinking a new or (im)perfect ale.

Garech Stone
Founder & Creative Director
The Stone Twins

Fresh, honest and charming approach to storytelling which stayed true to the intrinsic qualities of the product.

Keenon Daniels
Senior Creative
Trustly

Great work has writing that is a seamless and integral part of the creative idea. Good writing for design is not superfluous or frivolous, or an excuse for verbal diarrhoea. Good writing is almost invisible and effortlessly propels the brand, product or service. Matilda Bay’s Rejected Ales has succinct, distinctive and relevant writing, sprinkled with the right amount of insights and wit. Importantly, the writing adds to the experience of drinking a new or (im)perfect ale.

Garech Stone
Founder & Creative Director
The Stone Twins

Fresh, honest and charming approach to storytelling which stayed true to the intrinsic qualities of the product.

Keenon Daniels
Senior Creative
Trustly

More winners

Writing for Design

Other winners

Rejected Ales

Rejected Ales

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D&AD Jury

Writing for Design

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