Research
BREWERY
Huyghe is a brewery located in Belgium. The brewery is open for visits by appointment only and their beer is sold around the world. They produce a number of beers and many make up the Delirium line. The Delirium Tremens beer is 8.5% alcohol. The blonde beer has a spicy but slightly malty flavor. The website is colorful, upbeat and the homepage introduces the Delirium beers as "Deliciously delirious".
MEDICAL
When I initially Googled Delirium Tremens this resulted medical websites which discuss the symptoms and treatments for what this term in the medical community means alcohol withdrawal.
Brainstorming
RESPONDENTS
Market Survey
Interviewed some of my closest friends, all in their 30s, educated, social drinkers.
RESULTS
None of them had heard of Delirium Tremens. Some are not beer drinkers but for those who are, when I introduced the brand to them, they were intrigued. The spicy flavor threw many of them off. Positive reviews on the packaging. One comment was it looks like "a woman's beer".
Mood Board 1
INTIMATE & DELICATE
The idea behind this moodboard is to highlight the feminine qualities of Delirium Tremens. The images are playful but delicate. The settings feel more intimate where friends would gather to have drinks, laughs and good conversation.
Mood Board 2
PARTY, BRIGHT, & FUN
This moodboard brings to life what most people associate with alcohol consumption: fun. social, upbeat lifestyle. The locations where people consume alcohol, bars, nightclubs, or parties is also highlighted. This is a lifestyle most commonly lived by college students or people in their early twenties.
The Delirium Tremens commercial takes us on a journey into the youth of two female best friends in their mid 30s. Their appearances are delicate, sophisticated, and attractive. They are enjoying a dinner out, consuming Delirium Tremens beer. As they sip on the beverage they experience a state of delirium that brings them back to some of the best times during their college years. This plays to both the name and youthful appearance of the beer.
Concept
Sketches
Two friends meet at a restaurant for dinner and drinks
The friends are taken back to an abstract memory of their college experience
Zoom in on glass of Delirium Tremens beer
Reminded how they used to dance the night away in their dorm room
Pan to look into the glass
Cut to Delirium Tremens beer
Pitch Board
DELIRIOUSLY YOUTHFUL
Citations
Adrienn. Woman Eating Bruschetta. Photo, https://www.pexels.com/search/restaurant/. Accessed 17 Jan. 2022.
“Delirium Tremens.” Delirium, 18 Dec. 2019, https://www.delirium.be/en/beers/delirium-tremens.
Elijas, Eva. Photo of Blur, Blurry Background, Bubble. Photo, https://www.pexels.com/search/empty%20glass/. Accessed 16 Jan. 2022.
Elon University. Students on Campus. Photo, 10 Nov. 2017. Flickr, https://www.flickr.com/photos/elonuniversity/26260818798/.
Hazelwood, Suzy. Assorted-Color Star Decor on Wall. Photo, https://www.pexels.com/search/glitter/. Accessed 17 Jan. 2022.
Kelley, Ryan, et al. “Delirium Tremens: Symptoms, Timeline & Treatment.” American Addiction Centers, https://americanaddictioncenters.org/alcoholism-treatment/delirium-tremens-symptoms-and-treatment. Accessed 12 Jan. 2022.
KoolShooters. Two Young Women Having Fun Jumping on a Yellow Sofa. Photo, https://www.pexels.com/search/girls%20party/. Accessed 17 Jan. 2022.
Negative Space. Rectangular Brown and Black Chalkboard Hanging on Brown Wooden Frame. Photo, https://www.pexels.com/search/restaurant/. Accessed 16 Jan. 2022.
Roenkae, Anni. Purple and White Heart Illustration. Photo, https://www.pexels.com/search/glitter/. Accessed 17 Jan. 2022.