TROOPER BEER (IRON MAIDEN)
Type of Work:
External Activation
Brand Strategy
Consumer Research
Product Launches
Marketing Plan
Event Design
Creative
The Challenge
In 2013, Bruce Dickinson — legendary frontman of Iron Maiden — had a bold idea: launch a beer. Not just any beer, but one that would carry the spirit of the band in every sip. Enter Trooper, a bold ESB-style brew named after one of Iron Maiden’s most iconic tracks. It rocked Europe, quickly becoming a fan favorite. But when it came time to bring Trooper across the Atlantic, the challenge was clear: how do you win over both die-hard Maiden fans and craft beer lovers in North America? That’s where we came in.
The Solution
Over three years, we teamed up with the band, their London-based management, import/export partners, distributors, agencies, and the UK brewery itself. We kicked things off with deep dives into category research and consumer insights — the kind of intel that builds a rock-solid brand foundation. Then, we brought Trooper to life across the U.S. and Canada, syncing our rollout with two massive Iron Maiden tours and a new album drop. Timing was everything, and we made sure Trooper hit the stage right alongside the band.
The Outcome
With our experience in entertainment and beverages, we struck the perfect chord. Over two million people were reached. Iron Maiden fans became loyal Trooper drinkers, and craft beer lovers — even those who didn’t know the band — started to see Trooper as a top-tier brew. The brand earned its place in the spotlight, not just as a band collab, but as a legit, premium beer.
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