Shepherd Neame wanted to tap into authentic British history during their Glorious 2012 campaign for their flagship ale brand, Spitfire. They wanted to encourage gifting and collectability, to recruit younger drinkers from ages 20-50 and increase volume growth of the brand by at least 15%. Shepherd Neame wanted to create a legacy for the brand. JDO suggested incorporation of the British flag, but knew the market was saturated with the union jack as it coincided with the Queen’s Diamond Jubilee and the London Olympics. They decided on a modern evolution of the existing design, with the flag and ‘Keep Calm and Celebrate’ slogan injecting national pride. Before the Olympics even began, Shepherd Neame had quadrupled their usual sales of 500 packs a year. Spitfire is now the official beer of Movember, an internationally recognised charity raising funds for men’s health.