Agency: J Walter Thompson | Author: Donald Kerr |
Strongbow: Hitting the Mark
SUMMARY
Business Background
The issue which made the revival of Strongbow essential and which dictated the timetable for re-investment in the brand was the investigation of the MMC into the brewers tied house system.
Bulmer's knew that if, as expected, this resulted in a relaxation of the tie, the degree to which consumer choice could affect distribution and thereby sales would greatly increase.
Only the strongest consumer brands would prosper and, important as cider is in Bulmer's portfolio, they were obviously about to enter a...