Bavaria,the third-largest Dutch brewery, introduced a new summer beer, brewed with rice and a dash of lemon. KesselsKramer named the new beer Claro to highlight its clear taste. Since the word stands for not only refreshment but also for transparency and an attitude (i.e.‘that’s clear’), it became the perfect name for both a new beer and the communications surrounding it.
Posters for Claro, demonstrating its clear, no-nonsense approach to addressing the public.
Claro tells it like it is with an unapologetically unsubtle approach.
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