Marston's Pedigree: How Victorian Values Strengthened A Brand - IPA Effectiveness Awards Case Study 1994

Brief Description: There was an urgent need to strengthen the Marston's Pedigree cask bitter brand and make it more distinctive. Was a long established local brand, but aimed to become more widely distributed. Also had to combat increasing pressure from competitive brands, even in its 'heartland'. Developed a 'Victorian values' campaign. TV campaign in Central. Results: achieved high ad and brand awareness, both in and out of the Heartland. An increasingly favourable image and reputation for quality. Large sales and volume share increases. For every £100 spent on advertising, Marston's would gain £355 in extra revenue and £164 in additional profit. Halo effect also demonstrated. ;---(TAGS)--- Full Title: How Victorian values strengthened a brand ; Number: 1994/110 ; Brand Name: Marston's Pedigree ; Client: Marston,thompson &Evershed ; IPA_ProductCoding: Drink (Beer/lager/ale) ; Drink (Alcoholic drinks - all) ; Agency: Simons Palmer Denton Clemmow & Johnson ; Author: Alan Cooper ;