ALCOHOLIC BEVERAGES

Posted on by Chief Marketer Staff

It’s a Man’s Thing/England Worthington Bitter’s beer market share had seen significant growth since 1990 in the United Kingdom, largely due to increased distribution and product superiority. By 1997, the brand felt confident enough to take on larger competition with an extensive ad campaign and aggressive marketing efforts to sustain its momentum.

With the help of London-based Marketing Store Worldwide, the Bass Brewing company went directly after pub targets with Worthington’s – It’s a Man’s Thing. The target audience was 25-to-40-year-old, blue-collar men who tend to reflect fondly on their laddish days, but now have family responsibilities. The campaign played off of their tendency to skip out on household chores and hit the pub.

The brand wrapped the program around a loyalty program that rewarded pub-goers with points towards a “brilliant white lies” T-shirt each time they drank a pint of Worthington’s. Customers received collector cards to record pints consumed, and eight stamps earned them a T-shirt.

The brand packaged the T-Shirts in stylish cans that resembled paint tins (a playful reminder of the duties they shirked). Each T-shirt featured a list of excuses as to why the wearers couldn’t perform their chores. The brand supported the program with P-O-S materials in the bar, including a paint tin-shaped countdown board used to communicate the promotion to customers sitting at the bar.

With an investment of only $130,000, the brand experienced a sales uplift of 15 percent and “achieved major support levels with the trade,” said agency representative Shelford Chandler.

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