In 2005, ownership of the Cayman Islands Brewery (CIB) changed, and management began the process of re-launching the Brewery and a new beer. The plan was to expand and refurbish the brewery and to develop a quality national beer for the Cayman Islands. Tower became the agency of record to launch this new beer into the Cayman market.

A comprehensive marketing plan was developed to launch of the new brewery and its beer. Tower’s suggested strategy was to build ownership, loyalty and allegiance among consumers and develop an on-going conversation between them and the brand by leveraging country of origin branding – patriotism and emotional attachment.

Tower worked with CIB on a broad range of activities – from advising on the product’s name, to the development of the logo and brand, recruitment for sales positions, media relations, advertising, design of packaging, the supply of a secondee to work from within the Brewery, design of point of sale material and marketing strategy.

The new product – Caybrew – was launched March 2007.