STOK unveils new identity, encourages consumers to 'Live The Chill'

STOK, the Indore-based beer brand and flagship product of MEBL, has launched a revamped brand identity and a comprehensive digital campaign. This initiative aims to connect with audiences through beer persona-based visual appeal, encouraging everyone to embrace their unique modes of relaxation with STOK beer under the new positioning, “Live The Chill.” The campaign features the beloved STOK Panda in fresh and engaging ways, each representing one of its popular beer variants. The campaign introduces three distinct STOK Panda personalities, each representing a different beer variant: Strong, Lager, and Wheat.

The campaign, executed by Asymmetrique, involved a three-phase strategy, starting with a mysterious disappearance of the STOK Panda from packaging, followed by teasers and influencer collaborations. The final phase unveiled the Panda's makeover and the new packaging design through a video, AR filter, and influencer partnerships.

Sharing his vision behind the rebranding, Vedant Kedia, CEO of MEBL, said: " 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 conceptualizing this campaign and bringing our vision to life."

Nitin Gupta, Founder and MD of Asymmetrique, added: "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 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 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."

Beyond the rebranding, STOK launched its YouTube channel "STOK 'N CHILL" last year, aiming to transform the brand into a lifestyle experience. The channel features "Laughter Brewery," a stand-up comedy platform.

 LINKS TO THE CAMPAIGN –

1. Instagram - STOK (@stokindia) • Instagram photos and videos
2. Campaign – a. STOK | STOK has vanished into thin air. Is this a case of a missing person or more? Help us know #WhereIsSTOK so we can chill again. Do you have… | Instagram
3. STOK | STOK Idhar Hai! Kudos to everyone who guessed it right - he was getting a makeover. DM us to claim your exciting reward now.  For… | Instagram