Hofmeister - A Study of Advertising and Brand Imagery in the Lager Market

Peter Feild and Adam Morgan

By 1983, Hofmeister (Courage's mainstream lager brand) was under-performing. Qualitative and quantitative research (Millward Brown) indicated that the brand had a weak image profile: need to create a new, distinctive, appealing and relevant brand image: `George the Bear'.
Agency: Boase Massimi Pollitt PartnershipAuthors: Peter Feild and Adam Morgan

Hofmeister

A Study of Advertising and Brand Imagery in the Lager Market

INTRODUCTION

In 1983 brewers spent 44 million advertising lager brands. The market has experienced steady growth for some years, and brands are both big - up to 300 million at retail value and profitable in relation to ales. Yet the bulk of lager volume goes through the brewers' tied pub trade. People tend to choose pubs as places to drink, rather than for the brands they serve, and even when in the pub will usually...

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