Agency: McCormick Intermarco-Farner | Author: Paul Harris |
Hansa lager: How advertising helped a small regional brewer to establish a strong lager brand in spite of intense promotional activity by national brewing giants
INTRODUCTION
This case history describes and evaluates the effect that TV and independent local radio advertising had on the launch of Hansa Lager Bier, launched in the North East of England by J W Cameron & Co Ltd of Hartlepool, Cleveland. It reviews the history of the brand from its launch in the Trident TV area in July 1980 to September 1981, and includes the results from...