Rodenbach slakes your thirst together with These Days

Following a strategic and creative competition, Rodenbach has opted for These Days as their new communication partner. “These Days came up with a surprising approach that fits our product perfectly and dovetails with our brand’s ambitions in particular”, says Kristof Ampe, Marketing Director at Rodenbach. The agency will handle all national and international on and offline campaigns under the brand’s new tag line ‘Cheers to the Unexpected’. A tag line that suits the Beer from Roeselare with the surprisingly refreshing taste to a tee.

On 30 March, the locals literally got a taste of the new partnership. You see, Rodenbach has received a makeover. Mind you, only the look has changed; the typical Rodenbach taste remains intact. To mark the occasion and to count down to the launch of the new Rodenbach, it was drinks all round for the inhabitants of Roeselare, courtesy of These Days. This was Rodenbach Brewery’s way of saying a heartfelt thank you to the inhabitants of Roeselare for the many years of loyalty to their beer and it also gave them the opportunity to assure the locals that the popular taste hasn’t changed.


The transition from Old to New was celebrated with a symbolic farewell to the old Rodenbach. The partygoers could have a go at pinatas shaped like the old bottles and filled with confetti made from the old labels. And of course, they toasted each other’s health with a tasty Rodenbach. Old and New also implies presents and that is why the brewery thought it fitting to distribute a unique collectors item. All those who joined the celebration received a “duo pack” containing two bottles of Rodenbach: one from the last batch of old bottles and the other from the first batch of new ones. This much-appreciated foretaste is just the start, with the actual brand campaign to launch soon.


Client: Kristof Ampe, Kristel Geerts, Tom Robberechts

Account: Veroniek Hesters, Ine Beeckmans, Valérie Rosiers

Strategy: Dimitri De Lauw

Creation: Sam De Volder, Tijs Dejonckheere, Wout Geysen, Tomas Van Loon 

Design: Max Heirbaut, Sebastien Greffe, Dorien Wendelen

Print production: Sofie Verschaeren,

DTP: Theo Hangtingius, Anja Van den Broeck

Social: Davy Baccarne, Chloé van Elsen

Event: We Make You Happy


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