John Smith's Bitter: The 'Big John' campaign
Campaign for John Smith's bitter. Beer market was in decline. Research showed the brand lacked character. Objective: to build the brand image. Target audience: youth market (18-30, C1C2D bitter drinkers). Media: TV. 4 bursts in Yorkshire. 1 in Granada. Evaluation: volume sales and share rose in test areas, not in non-advertised areas. Creative approach was a success. Successfully increased brand share amongst Yorkshire beers and increased sales during a time of market decline.