24 event activations off-trade and on-trade. 6 months of continuous visibility online and in the field. 2 years of strategic influence marketing with Philippe Gilbert (800K engaged followers).
Launching Flandrien 0.0% with Bold Ambition
Flandrien, the iconic Belgian beer beloved by cycling fans, is once again raising the bar. With its bold new non-alcoholic brew, Flandrien 0.0%, the brand proudly states: “Flandrien 0.0%, 100% Deserved.”
To maximize awareness and adoption, Wasserman designed a powerful, multi-channel strategy. The campaign is anchored by a two-year partnership with Belgian cycling legend Philippe Gilbert. With 800,000 loyal followers and deep credibility in the cycling community, Gilbert perfectly embodies the Flandrien spirit.
Strong Start: Strava Challenge Ignites the Community
The campaign launched with a Strava challenge that instantly captured attention. Over 250 cyclists joined in the very first week, pushing their limits in true Flandrien style.
Bringing the Action to Real Life
The momentum continues offline.
24 impactful event activations roll out across major cycling events and iconic venues. Riders compete in thrilling mid-race sprints, aiming to win exclusive rewards curated by Philippe Gilbert himself.
Meanwhile, fans enjoy dynamic activations at the finish lines and lively celebrations in bars and cafés.
A Seamless Connection Between Digital and Physical Worlds
This 360° strategy seamlessly merges Strava challenges, social media influence, live events, and in-person experiences.
By blending online engagement with tangible, real-world actions, Flandrien not only promotes its 0.0% variant but also forges an authentic emotional bond with its audience — cyclists who understand the true meaning of deserving a victory.
Driving Authentic Engagement with Philippe Gilbert
With Philippe Gilbert leading the charge, the campaign delivers unrivaled visibility, real engagement, and lasting impact within Belgium’s vibrant cycling and lifestyle communities.