Turning Ruddles from just another cask ale into an individual premium brand

This paper examines how Ruddles cask ale was transformed into an individual premium brand. In difficult trading conditions the challenge was to establish a definitive personality for the brand beyond generic category values.
Agency: BST.BDDPAuthor: Not credited

Turning Ruddles from just another cask ale into an individual premium brand

This paper concerns the development of advertising for Ruddles, the brand name which encompasses Ruddles Best and Ruddles County. It describes how the planning thought process identified a challenging strategy, and helped in the creative development process to create advertising which broke new ground for the real ale category.

Ruddles' background

Ruddles (brand and brewery) was acquired by Grolsch in April 1992. One of the oldest, traditional cask ale breweries (originally run as an independent family, business), Ruddles had languished...

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