Marston's Pedigree: How Victorian Values Strengthened A Brand
There was an urgent need to strengthen the Marston's Pedigree cask bitter brand and make it more distinctive. Was a long established local brand, but aimed to become more widely distributed. Also had to combat increasing pressure from competitive brands, even in its 'heartland'. Developed a 'Victorian values' campaign. TV campaign in Central. Results: achieved high ad and brand awareness, both in and out of the Heartland. An increasingly favourable image and reputation for quality. Large sales and volume share increases. For every £100 spent on advertising, Marston's would gain £355 in extra revenue and £164 in additional profit. Halo effect also demonstrated.