John Smith's Bitter: Ale brand into powerbrand

John Smith's success in a declining beer market between 1998-2002. Research suggested drinkers were cynical of advertising and celebrity endorsement. A new advertising position was adopted - rejecting 'advertising nonsense' as a sales gimmick. Evaluation: ale penetration fell by 15% over this period but the number of John Smith's drinkers grew by 19%. Volumes increased 9% and profit contribution was boosted 13%