Marston's Pedigree

Alan Cooper

Marston's Pedigree was a long-established, local brand in the cask bitter market. In the late 1980s, following the Government's Beer Orders, the brand became more widely available (where it was relatively unknown); at the same time, it came under increasing competitive pressure in its 'heartland' from other brands coming in.
Agency: Simons PalmerAuthor: Alan Cooper

Marston's Pedigree

How Victorian values strengthened a brand

INTRODUCTION

The campaign described here was developed primarily to build the Marston's Pedigree brand and, thus, grow profitable sales in the increasingly competitive cask bitter market. However, this case will not only document a revenue increase that has more than paid for the advertising, but also describe far more wide ranging effects on other aspects of Marston's business (see Figure 1).These additional benefits are important, particularly in the medium and long-term, though it is difficult to quantify their financial value....

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