INTEGRATED MARKETING: SMOOTH / WARSTEINER / KALTENBERG
FOR EVERY £1 THWAITES SPENT THEY MADE £27
Smooth is a session bitter, Warsteiner is an imported German premium lager and Kaltenberg Hell is a standard lager with excellent Bavarian credentials. In the hard-fought Free Trade sector we were up against John Smiths, Stella Artois and Becks. A David vs goliath battle.
WHAT WE DID
Everything. Branding, packaging design, advertising, sales promotion / shopper marketing, sales aids, events, you name it - we did it.
Where to begin? Thwaites Smooth sold over 100 million pints and knocked big spending John Smiths out of many a high volume free trade account in the North. Kaltenberg Hell beat its year one sales forecast by 40%.
Warsteiner advertising began a trend towards a thirst for a pure imported lager with provenance and credentials. Both Becks and later Stella Artois followed suit.
There were many victories, but overall, it's easier to say that for every pound that Thwaites spent with us on marketing, they made £27 in return.