To find out detailed market situation and brand power, observation in the pubs have been conducted.

As the result of a survey, we have found out there is several points that people hardly can select beer brands to drink.

It appears that people are having difficulty to order beer in noisy places for drinking.

Although they order with both their loud voice and hand gestures, due to noise of many people and low-light condition, it is hardly heard and seen.

How can we let people know the Stout and make them order this beer in this situation?

Loud voice cannot work well in noisy place.

Hand gesture cannot work well in dark place either.

Only thing we can do is to find other way to order beer.

Let’s order by light rather than sound! Like the bat light to call Batman!

Light is faster than sound, and it is well distinguished in the eyes. With use of this light, the image of the Stout was created in black and white.

The shadow, can be distinguished anywhere, is the way of ordering Stout.

Just like the Chief Gordon who is calling Batman in the film.

This simple and fun Stout Shadow Order method was used for creating a new Beer culture for younger consumers.

By this ordering system, the awareness of Stout beer has been increasing rapidly from 1%.

And sales in one store per day have increased from 14 to 132 bottles, which stated 943% increase. Also, stock units have been increased from 30 to 180 boxes, which recorded 600% increase.

In addition, via SNS, people shared their experiences of the unique order method and the excitement of Stout Shadow Order.