John Smith's Bitter: A Widget We Have Got - IPA Effectiveness Awards Case Study 1994

Brief Description: Launch of John Smith's Bitter, Draught In a Can. An off-trade version of the on-trade draught. TV campaign of this new variant was based on the familiar and popular 'No Nonsense' campaign to minimize brand confusion. John Smith's as the brand leader had much to lose from this development. New can technology. Media: national TV, posters (outside supermarkets). Results: sales and usage levels increased rapidly. Increase in brand awareness. The standard brand did not suffer (no cannibalization). ;---(TAGS)--- Full Title: John Smith : 'a widget we have got' ; Number: 1994/216 ; Brand Name: John Smith's Bitter ; Client: Courage ; IPA_ProductCoding: Drink (Alcoholic drinks - all) ; Drink (Beer/lager/ale) ; Agency: BMP DDB Needham ; Author: Dean Webb, Richard Butterworth ;