InBev – Hertog Jan – Ode to Autumn (Netherlands)
Agency name: &KoenseSeverein Client name: Leon Broer Category: Brand-building
BACKGROUND
While Hertog Jan specialty beers are showing strong growth; the Bockbier is lagging behind. During the 2006 promotional period, the sales volume of Hertog Jan Bockbier declined by more than 16%, in part due to a loss of desirable shelf position.
Assigned shelf space is highly dependent on the brewer's intended quantity of promotion and activation. Thus market leaders Heineken and Grolsch can control purchase distribution.
However, Hertog Jan has an extremely limited budget and is...