Agency: Simons Palmer | Author: 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....