Subject Index
 

This Company Profile provides key details and analysis of Whitbread, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links ...

1990-95 campaign for Stella Artois lager (Whitbread). Market background described, showing reasons for decline in sales and share. 'Reassuringly Expensive' theme developed, made brand stand out agains ...

Campaign to position Murphy's Irish stout as an alternative to Guinness with its 80% share. By 1993 Murphy's had had some success, but future looked uncertain; distribution was difficult and brand was ...

This paper relates - by way of a day trip to Brighton - how the under-rated planning virtues of common sense and imagination liberated a brand from research stasis, restored the client's faith in it a ...

Describes the award-winning Boddington's campaign which began in 1991: how the advertising helped the brand to grow from a regional brand to a national brand with regional roots, whilst maintaining an ...

Describes the launch of a new product in the Heineken stable to take advantage of expected growth in premium lager, as opposed to standard lager. Market analysis identified a gap for a new style of pr ...

Murphy’s Irish Stout was launched in the UK not as an alternative to Guinness but as complementary to it and was positioned as a premium beer. However, after four years growth was slowing. The time ha ...

Boddingtons bitter brand was at its strongest in the north-west UK where it had a loyal, almost cult following. It was bought by brewing giant Whitbread which wanted to launch it as a national brand. ...

Stella Dry was the first offspring in the UK of the famous Stella Artois brand. The right advertising would open new areas of opportunity; to get it wrong would risk not only commercial failure but co ...

Describes the press campaign for Stella Artois during the 1980s, and how the addition of the end-line 'Stella Artois - Reassuringly Expensive' transformed the brand's sales performance. The consumer b ...

1989 test campaign for Murphy's Irish Stout, after Whitbread took on the licence in 1988. The brand's problem: in the shadow of Guinness, and seen as a cheap look-alike. Preliminary analysis and resea ...