Agency: Bartle Bogle Hegarty | Author: Guy Murphy |
Boddingtons - "By 'eck"
INTRODUCTION
This paper is not easy to write. Not concisely, anyway. The reason for this is the scope of Boddingtons' success. Attempts to isolate advertising effectiveness usually deal with the success of one product in one market. This case encompasses the success of two products that operate in two geographical areas.
The two products are Boddingtons Bitter (the pub pint) and Boddingtons Draught (the canned version). For the sake of clarity the canned product will be...