Marston's Low'C

Marston's Low'C

Objective: To reposition Marston's Low 'C as a low calorie, low carbohydrate beer. Relaunched with new packaging and price increase. TV lead medium in test areas - Granada and Central. Millward Brown research showed the advertising helped to increase brand awareness, generated the correct product understanding, prompted interest in trial and overcame brand clutter. Sales and profit evidence is described.