John Smith's Bitter: The 'Big John' campaign - IPA Effectiveness Awards Case Study 1982

Brief Description: Campaign for John Smith's bitter. Beer market was in decline. Research showed the brand lacked character. Objective: to build the brand image. Target audience: youth market (18-30, C1C2D bitter drinkers). Media: TV. 4 bursts in Yorkshire. 1 in Granada. Evaluation: volume sales and share rose in test areas, not in non-advertised areas. Creative approach was a success. Successfully increased brand share amongst Yorkshire beers and increased sales during a time of market decline. ;---(TAGS)--- Full Title: The 'Big John' campaign: advertising in the beer market ; Number: 1982/28 ; Brand Name: John Smith's Bitter ; Client: Courage ; IPA_ProductCoding: Drink (Alcoholic drinks - all) ; Drink (Beer/lager/ale) ; Agency: Boase Massimi Pollitt Partnership ; Author: Tim Broadbent , James Best ;