STOK Beer Reveals New Brand Identity and Campaign

STOK has introduced a new brand identity and digital campaign aimed at enhancing its connection with consumers. The initiative, dubbed "Live The Chill," features the STOK Panda in revamped roles representing different beer variants: the adventurous Panda for STOK Strong, the laid-back Panda for STOK Lager, and the poised Panda for STOK Wheat.

The campaign, developed by Asymmetrique, was executed in three phases. It began with the STOK Panda's disappearance from packaging, creating buzz and engagement on social media. This was followed by teasers and influencer-driven posts, culminating in the reveal of the Panda’s new look through a video and updated packaging. The final phase included a personality film, influencer collaborations, and an AR filter for an interactive experience.

Vedant Kedia, CEO, MEBL said, "We wanted STOK to have a unique appeal that caters to beer choices sought by Gen Z. This generation values individuality and seeks out brands that resonate with them on a personal level. The idea behind creating the three STOK Pandas was to reflect that spirit. This campaign has brought our vision for the brand alive via a campaign that makes the brand stand out even more. Asymmetrique has done a fantastic job in conceptualising this campaign and bringing our vision to life."

Nitin Gupta, Founder and MD of Asymmetrique commented, "In the beer category, packaging becomes the first point of brand connect with consumers. Our goal was to create a campaign that not only showcased the new packaging, but also allowed consumers to connect with their beer type through STOK Panda’s brand-new avatars. We therefore focused on crafting a narrative that would instantly engage and excite the audience by allowing them to participate in the search for STOK first, and then discover the STOK Panda of choice matching with their own personality. This then translated into a connect with the beer type exemplified by the chosen Panda avatar. A brand-new website was also launched alongside, which allowed old and new STOK discoverers to immerse themselves into the STOK philosophy and truly live the chill."

The campaign coincides with STOK's broader shift towards a lifestyle brand, exemplified by the launch of its YouTube channel, "STOK ‘N CHILL," which features stand-up comedy to complement the beer experience.