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: Marston's Pedigree ~ How Victorian values strengthened a brand; Number: 1994/110; Brand: Marston's Pedigree; Client: Marston,Thompson & Evershed; Product Category: Drink (Alcoholic drinks - all) ; Drink (Beer/Lager/Ale); Agency: Simons Palmer Denton Clemmow and Johnson; Author: Alan Cooper; Prize Winners: Silver; (Adworks ref: Advertising Works 8)