Greene King IPA: How precise targeting built Greene King's bitter sales
Greene King IPA: How precise targeting built Greene King's bitter sales
Greene King IPA: How precise targeting built Greene King's bitter sales
Campaign aim was to get drinkers of both lager and beer to drink Greene King IPA bitter despite lager being seen as more fashionable. TV and radio ran in London and Anglia backed with promotional tapes for use in clubs and pubs. Good example of how effective advertising can be on a small budget when selecting a specific market and used regionally.