Sumer is approaching and therefore time to start another Alcoholic Beverage Marketing campaign…. The past couple of years have been dominated with Magners and Bulmers cider drink, fosters always being a hot favourite and corona and a verity of wines bringing up the rear… So Summer 2009, enter San Miguel!
Carlsberg, who took over production, sales and marketing activity of the brand in October last year, has announced a £7m marketing campaign for the beer, due to start in May with television advertising, followed and supported by outdoor, print and cinema screen promotion. Carlsberg are also said to be running a campaign at train stations around the country, this is reported to be an experimental campaign to test the validity of train station advertising, which in my opinion should work well due to the high volume of traffic and closeness to city centre bars and restaurants.
The aim of this campaign is to increase the brand strength of the beer and guide consumers to the leisurely enjoyment of the drink. With the tag line, ‘Not a Quick Beer’ they are obviously leading consumers to believe that this should be consumed in a relaxed and laid back environment and Carlsberg have been reported to say that customer are “looking for something to savour and enjoy when relaxing with friends after another busy week”
Carlsberg are aiming to raise to the profile of the beer to premium, they have redesigned the packaging and labelling of both the cans and bottles to sit well with the European theme of the drink.
In my opinion this will be the beer of the summer, sales and brand strength should increase a vast amount in the summer months….. Providing we have the weather to suit!
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