The Challenge
We had begun changing perceptions about the Bavaria brand, but now it was time to take the next step. We wanted to take it on trade, to find out if the public would pay more for a great product in the right location and begin to understand just how undervalued it had been. So we began working with Molson Coors to get this great Dutch beer into bars across the UK.
Our Approach
We wanted to start repositioning the brand to help us get a higher price/bottle and to get increased brand fame which would lead to a better bargaining position with distributors and resellers.
To do this we needed to the beer to be taken seriously, so we proposed an on-trade launch strategy. Bavaria is already a famous on-trade beer in Holland. We needed to start getting the same level of buy-in in the UK.
With a limited spend we concentrated on a city take-over, choosing Manchester for the availability of lower cost last minute media. We then worked with Molson Coors to start selling the beer in to bars and clubs.
The question, would people pay £5 for something on tap that they could get, in a bottle around the corner for a £1?
01. Social Impact
337K post reach on Facebook New Page Likes on Facebook increased by 424%
02. Video Impact
200K+ views of the leading film across Facebook and Youtube
03. Sales Results
Participating bars reported Bavaria sales exceeding between 50% and 150% of target
