Kronenbourg 1664 Strong Lager: The Role of Advertising in Brand Portfolio Management

Paul Blackburn

A campaign to re-position Kronenbourg lager as an unequivocal premium brand, changing its ambiguous image and thus improving the balance and sales volume of the Courage portfolio as a whole.
Agency: Kidds AdvertisingAuthor: Paul Blackburn

Kronenbourg 1664 Strong Lager

The Role of Advertising in Brand Portfolio Management

PREFACE: SUMMARY OF THE CASE-STUDY

Lager is the fastest growing sector of the UK beer market and profits on lager are significantly higher than for ales.

When marketing lagers, the Brewer seeks to offer his pub visitors an effective choice by providing some lesser strength products or "session" lagers and a stronger, tastier, more expensive "premium" alternative. It is important that this choice is made clear to consumers on the bar top and in their prior knowledge of brands...

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