John Smith's Bitter: Ale brand into powerbrand - IPA Effectiveness Awards Case Study 2002

Brief Description: John Smith's success in a declining beer market between 1998-2002. Research suggested drinkers were cynical of advertising and celebrity endorsement. A new advertising position was adopted - rejecting 'advertising nonsense' as a sales gimmick. Evaluation: ale penetration fell by 15% over this period but the number of John Smith's drinkers grew by 19%. Volumes increased 9% and profit contribution was boosted 13% ;---(TAGS)--- Full Title: The latest chapter in the John Smith's story - ale brand into powerbrand ; Number: 2002/52 ; Brand Name: John Smith's Bitter ; Client: Scottish Courage ; IPA_ProductCoding: Drink (Alcoholic drinks - all) ; Drink (Beer/lager/ale) ; Agency: TBWA\London ; Author: Paul Shearman, Anna Tetlow, Andrew Sherman ;