Gammel Dansk, which means Old Danish, is a danish herbal bitter launched back in 1964. Today Gammel Dansk is loosing market share and the manufacturer wishes to reposition the brand, and reconquer the danish bitter market. 
Based on the positioning and the poor sales of the current customers, the target group is now men between 30-35. We will specificaly target the sophisticated prankster.
By using the brand Gammel Dansk as a token of quality, the solution was to create a new product in a new univers. The name Moment is inspired by the lifestyle of the target group and it’s ability to enjoy every moment in life, without ever taking it for granted. The new univers findes the perfect balance between exclusiveness and youthfullness, and apeals to the sofisticated prankster.