Hofmeister: A study of advertising and brand imagery in the lager market
Rejuvenation campaign. Suffering from a weak image by 1983 Courage's Hofmeister lager brand was under-performing. Objective: to create a new, distinctive and appealing brand image which led to 'George the Bear'. Media: TV in six regions. Evaluation: Hofmeister sales grew in advertised areas at almost twice the rate, compared to non-advertised areas. Pub sales grew 25% (the market average was 12%). Increased trial, brand awareness. Brand seen as fashionable. Strong brand image led to increased consumer confidence which led to increased sales in a captive market.