Interbrew is launching a new summer campaign targeting urban consumers.

Under the banner "Welcome to the Hoegaarden", Interbrew's latest campaign seems to have the core objective of obtaining cool credibility. By utilizing an understated marketing campaign that generates interest among opinion formers, the Belgian white beer could become the hip beer of the summer.

Interbrew's new beer campaign is essentially lifestyle orientated, using the strapline "Get out of the lounge and into the garden." It promotes a trend that moves consumers away from the comfort of their sofa to a more stimulating mindset. More specifically, Interbrew hopes the campaign will arouse curiosity among opinion forming, experience-seeking and trendy urban consumers.

Under the guidance of Marketing Agency Blueberry Frog, which Interbrew appointed in February, the campaign will involve associating the Belgian white beer with creative initiatives in music, fashion and design. Such tactics are becoming regularly adopted by marketers as they seek to add cool credibility to their brands. Linking it with activities and events that consumers perceive to be trendy, interesting and reflective of their overall lifestyle is a good way to capitalize on consumers' growing desire to conspicuously consume the 'right' products.

Interbrew says it wants Hoegaarden to become a 'discovery brand'. This is a particularly important strategy to adopt when targeting opinion formers because marketers overtly trying to produce a cool image are likely to have the opposite affect. Opinion formers are constantly seeking new and exclusive products and are less responsive to more mainstream media channels. Therefore, they are most effectively targeted through 'understated marketing'.

By generating effective buzz and word of mouth, Interbrew is potentially on to a winner with Hoegaarden. A brand that successfully penetrates the urban scene often establishes cool credibility among consumers. The perceived coolness of the brand will rest on Interbrew's ability to ensure the brand does not become mainstream too quickly, and that when it does it remains relevant to the opinion formers who have the potential to make it cool in the first place. Above all, it is critical that the communication stands out and reflects the brand's heritage and is shown to be relevant to its target audience's lives.