HBI Staff | Mumbai 
STOK, an Indore-based beer brand and flagship product of MEBL, has launched a fresh brand identity through a dynamic digital campaign. The campaign seeks to engage audiences by using distinct beer personas and encourages everyone to enjoy their own unique ways of relaxation with STOK beer, under the new tagline “Live The Chill.”Featuring the revamped STOK Panda mascot, each variant—STOK Strong, STOK Lager, and STOK Wheat—now has a distinct personality: adventurous, laid-back, and poised, respectively. The campaign’s new tagline, “Live The Chill,” encourages audiences to embrace their unique ways of relaxation with STOK beer.
Sharing his vision behind the rebranding, Vedant Kedia, CEO, MEBL says, “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.”
Speaking about the campaign, Nitin Gupta, Founder and MD, 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.”
