Barbican Lager: How advertising helped to revitalise a brand - IPA Effectiveness Awards Case Study 1988

Brief Description: This first alcohol-free lager had been launched in 1979, the market continued to grow and by 1987 the brand was losing share. The market as a whole was seen negatively as something of a joke product and as the first product in the market Barbican suffered the most. Strategy was to give it positive attributes, reassuring drinkers as to its status. Despite not containing alcohol the brand was to be portrayed as good as any lager. Christmas 1987 saw the TV campaign launch and sales increased over 50%, with positive shifts in perception. Off trade market especially responsive. ;---(TAGS)--- Full Title: Barbican : how advertising helped to revitalise a brand ; Number: 1988/10 ; Brand Name: Barbican Lager ; Client: Bass Plc/Britvic Corona ; IPA_ProductCoding: Drink (Beer/lager/ale) ; Drink (Alcoholic drinks - all) ; Agency: Abbott Mead Vickers/SMS ; Author: Chris Macdonald ;