When Mort Subite introduced their new fruity Lambic beers, the challenge was clear: fruit beers are often seen as inferior in the high-brow Belgian beer scene. Instead of trying to change this perception, we embraced it, turning these beers into the ultimate guilty pleasure—something to enjoy when no one’s watching.

We took a bold approach, with photography mimicking paparazzi shots, capturing people caught red-handed with the beers. The first creation, “Crime of Passion,” named after the passion fruit flavor, set the tone, creating a scandalous theme that would expand the Mort Subite universe.

The result was Mort Subite Juicy—an identity inspired by Y2K gossip magazines and tabloids, featuring bold, flashy headlines and cutout pictures. The brand successfully repositioned its fruity Lambics, breaking away from traditional beer conventions and turning their perceived frivolity into a playful advantage. Mort Subite became the perfect indulgence for a younger, trend-conscious audience, sparking excitement and curiosity around the new line.

“We were very excited by the creative work done by the WeWantMore team, who has been able to inject new codes into the beer category, with a lot of boldness and character, while keeping the playfulness of the brand Mort Subite.” - Etienne Bachelier, Marketing Director at Alken-Maes (a Heineken company)