Becks Bier: Real bier, real results - IPA Effectiveness Awards Case Study 2004

Brief Description: In 2002, Saatchi & Saatchi and Lion Nathan, re-launched Beck's Bier in the Australian market. The strategy made the brand more relevant and appealing to the Aussie drinker: bringing a tongue-in-cheek warmth to this previously uptight and aloof German brand. Positive shifts in awareness, imagery and consumption were achieved in the two states where the campaign ran: resulting in an 82% increase in sales volume, and a 50% increase in share in an expanding market ;---(TAGS)--- Full Title: Beck's real bier : real bier. Real results ; Number: 2004/11 ; Brand Name: Becks Bier ; Client: Dean Grice: Lion Nathan Australia ; IPA_ProductCoding: Drink (Alcoholic drinks - all) ; Drink (Beer/lager/ale) ; Agency: Saatchi & Saatchi Australia ; Author: Jennie Tsen ;