John Smith - 'No Nonsense Man': Ale brand into powerbrand

Andrew Sherman, Anna Tetlow and Paul Shearman

This IPA Award winning paper details the contribution of advertising to John Smith’s success in the declining UK beer market between 1998 and 2002.
Agency: TBWA/LondonAuthor: Paul Shearman, Anna Tetlow, Andrew Sherman

 The Latest Chapter in the John Smith's Story

Ale brand into powerbrand

Introduction

John Smith's is a well established, successful brand with a history of famous and effective advertising (as witnessed by previous IPA papers).

This paper covers the latest chapter in the John Smith's story, starting in September 1998 with the commencement of the 'No Nonsense Man' campaign. The challenges faced meant that this represented much more than simply creative refreshment of the established 'no nonsense' strategy.

Consolidation in the beer market had led to the emergence...

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