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John is 32, lives in the city and works as a salesman. He loves going out and exploring new restaurants with his friends and romantic interests. Often he’ll order a beer that comes from the country where’s he’s eating- e.g Mexican- Tecate, Italian- Peroni- and for Indian Kingfisher.

 

Here’s the problem, when it comes to what John drinks at home, he’s a Heineken or Stella guy. We want him to make Kingfisher part of his consideration set.

 

Proposition:

Have John reconsider Kingfisher as a beer of choice for home. By choosing this brand, he’s being different- unlike all the other young-urban-professionals he knows. With this beer, he’s willing to be bold

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