Forty years later, although this precursor identity still existed, it was no longer reflected in brand communication. On social networks, Belle Gueule could seem frozen in time, more like a beer “from your father” than a product that you bring with friends to the park.

“Our mandate was to give Belle Gueule back its true face: that of a gang of enthusiasts, authentic humans who talk with heart and who don't take themselves too seriously,” explains Laurie, director of content and digital strategy at Wavency.

Humanizing an iconic brand
The first step was to anchor the brand in what it really is: a deeply Montreal company, brewed at Aux Quartiers Belle Gueule, on Le Plateau-Mont-Royal. David, the brewer, and his team are not only beer producers, they are creators who cultivate fun, humor and a sense of sharing. The creative team therefore chose to highlight these personalities, through lively and spontaneous content.

The slogan “keep it simple” summarizes this philosophy. No fla-fla, no posture: Belle Gueule is the simplicity of sharing a good local beer, 100% made here, with friends. A beer that becomes a driving force for people to gather.

A comprehensive digital strategy

The campaign took the form of a global digital strategy:

• Monthly creation of short and dynamic videos for social networks;
• Production of photo visuals highlighting brewers and their universe;
• Writing, programming and distributing content in an accessible and complicit tone;
• Active community management, to maintain real proximity with consumers.

In addition, the Belle Gueule team orchestrated several event activations during the summer season due to a major partnership with Just for Laughs. With the “Les Boys Beer”, Belle Gueule reinforces its status as Official comedy beer in Quebec, affirming its place in Quebec popular culture.

A transformation in progress
This process does not end there. Digital advertising is an integral part of the strategy, making it possible to amplify the reach of content and to seek new audiences. The close collaboration between Belle Gueule and Wavency continues to evolve, hand in hand, to reinforce an image that reflects the essence of the brand.

Effects that speak for themselves
In a few months, the feelings behind this new marketing strategy are more than positive: the brand has regained a tone that resembles it and a more direct link with its community. Recognition among young urban adults has increased, and online interactions reflect a renewed interest in a brand that succeeds in combining heritage and modernity.

By focusing on authenticity, humor and proximity, Belle Gueule shows that a heritage brand can reinvent itself without denying its roots. Far from being artificial, the campaign reminds us that the strength of a microbrewery lies not only in its products, but in the humans who create them and in the community that it brings together.

‍