Barbican Lager: How advertising helped to revitalise a brand
This first alcohol-free lager had been launched in 1979, the market continued to grow and by 1987 the brand was losing share. The market as a whole was seen negatively as something of a joke product and as the first product in the market Barbican suffered the most. Strategy was to give it positive attributes, reassuring drinkers as to its status. Despite not containing alcohol the brand was to be portrayed as good as any lager. Christmas 1987 saw the TV campaign launch and sales increased over 50%, with positive shifts in perception. Off trade market especially responsive.