Marketing teams sent in for beer brand experience

Date: 02/06/2009

A major in-store brand experience campaign has been established by Scottish & Newcastle, one of the biggest beer manufacturers in the UK.

The campaign is to advertise the in-can systems for Foster's and Kronenbourg 1664, with the company aiming to deliver 144,000 customer trials over the space of 480 days of activity.

Scottish & Newcastle's first phase of promotion will take place in 40 Morrison's stores across the UK, educating shoppers in the benefits of Foster's Scuba and Kronenbourg's Dynamo Systeme, which are included to make the lagers smoother.

Commenting on the live brand experience initiative, Andy Mitchell, the customer marketing manager at the company, said: "This summer's experiential campaign follows on from the successful trial activity we held in the multiple channels last year and led to over half a million consumer trials."

According to a recent report presented in the Journal of Marketing, Lego, Victoria's Secret, iPod and Starbucks were identified by the public as a the most experiential brands in the US, Marketing Power revealed.
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