Imperial Beer Defines Its Target Audience

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Contents
It is a great task to break away from the stereotype, from the advertising model that shows young people enjoying a party, from the conventional. Overcoming this is the objective for each new product that must be promoted, and Imperial beer detected this and launched its new campaign.

Content Marketing

Agencies that promote alcoholic insurance leads for seniors beverages, mainly beers, have a significant challenge when it comes to Content Marketing , however this company knew how to combine the classic with emotions.

Some time ago I highlighted the Miller beer ads, with a target audience and a different way of selling beer than usual.

In this case, the Imperial beer brand gives us a new example that it is possible to be different, perhaps not so much because of the particularity of the story it tells, but because of the consumer it targets .

[Tweet “The Imperial brand is targeting a new audience #content”]

In this campaign, this beer brand proposes the creation of the Imperial Club and welcomes one of its members.

However, this welcome is aimed at its target audience . This model consumer has different characteristics to the young people who are usually the target of advertisements.


Young people are invited to join this Imperial Club, but they are over 30 years old. These are clients who enjoy new aspects of life and not so much going out and partying at night.

Imperial targets a more mature audience , differentiating itself from other brands.

The advertisement presents various situations where it is shown that the character is no longer a carefree young man, but a man who enjoys mornings, walks with friends, but who never stops drinking beer.

The aim is to make it clear that this drink can accompany people in their different stages.

[Tweet “To create content, it is important to define a target audience #ContentMarketing”]

This type of approach is also used by the soft drink brand Schweppes, separating men from boys.

The key factor is based on selecting a target audience , a group of people who meet certain characteristics. By having a defined model client, it is more likely to create content tailored to them.

What do you think about Imperial's strategy? Share your comments with us.