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 referred to as Canned Boddingtons.

The two areas are the North West (Granada) which represents the brand's heartland region and the remainder of the country which represents an obviously larger, relatively untapped region for Boddingtons.