How Precise Targeting Built Greene King's Bitter Sales

A campaign to persuade dual drinkers (of both lager and bitter), to drink Greene King bitter more often, in spite of lager being more `fashionable', and arrest the erosion of bitter sales.
Agency: Delaney Fletcher DelaneyAuthor: Winston Fletcher

How Precise Targeting Built Greene King's Bitter Sales

SUMMARY

For Greene King, the leading East Anglian brewer, the apparently inexorable climb in lager sales inevitably began to erode the sales of IPA Bitter, its major volume brand. So the question facing Greene King was: could anything be done to redress the situation and protect IPA sales? There could be no question of persuading large numbers of lager drinkers to desert their favourite brew and switch to IPA bitter. However, 32% of all male beer drinkers...

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