Bavaria Ontrade
Overview
Bavaria is a great beer that has been building a following in supermarkets and convenience stores across the UK.
However, due to past distribution strategies, the beer was treated by consumers and supermarkets alike as a ‘budget beer’.
n truth this is a premium, imported ditch beer that is still made at the family brewery, and brewed by the world’s largest independently family owned brewing group still in existence. 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 n-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?
Client
Bavaria UK
Disciplines
Strategy – Creative – Film – Web – Social – Digital – OOH – Press – Radio – Packaging Design
Over one month, the campaign achieved:
337K post reach on Facebook
New Page Likes on Facebook increased by 424% (compared to previous month)
Over 680 competition entries on the campaign website, promoted primarily through Social Media
200K+ views of the leading film across Facebook and Youtube
Participating bars reported Bavaria sales exceeding between
50% and 150% of target
