Worthington: Putting a Brand Back on Trend

When WCRS inherited Worthington in 1995 the brand was in a pretty sorry state. Sales were in double-digit decline and, most worryingly of all, it had been thoroughly upstaged by its three main rivals (Boddington's, Smith's and Tetley's) in terms of brand personality. Whilst these three, and specifically Boddington's and Smith's, had succeeded in modernising and re-energising themselves for a new generation of beer drinkers, Worthington had remained essentially a relic of the past; recessive, anonymous, unadmired, naggingly tarnished with Worthington E associations and the dog days of keg beer.
Agency:Author: Charles Vallence

Worthington: Putting a brand back on trend

Introduction

When WCRS inherited Worthington in 1995 the brand was in a pretty sorry state. Sales were in double digit decline and, most worryingly of all, it had been thoroughly upstaged by its three main rivals (Boddington's, Smith's and Tetley's) in terms of brand personality.

Whilst these three, and specifically Boddington's and Smith's, had succeeded in modernising and re-energising themselves for a new generation of beer drinkers, Worthington had remained essentially a relic of the past; recessive, anonymous, unadmired, naggingly tarnished with Worthington E associations and the dog...

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