Published on August 5th, 20110
Case Study: Courage Beer
Campaign: Courage conversations
Client: Wells & Young’s
Timescale: July/ August 2010
Overview: Following a period of brand inactivity, UK brewer Wells and Young’s wanted to raise the profile of one it’s iconic ale brands, Courage. UK PR manager Joanna Dring appointed us to lead the campaign.
Reconnect and deepen relationship with existing Courage consumers
Realign perceptions of the Courage brand with potential consumers
Support struggling pub industry
Strategy & plan
Our strategy focused on promoting the brand’s 200 year heritage and role as a trusted companion at the heart of Great British pub conversations. Following our planning process wey defined the brand’s role as a conversation catalyst in the Great British pub.
The agency commissioned a consumer survey on behalf of the brand, investigating the topics, frequency and nature of British pub conversations. They enlisted the help of Oxford philosopher, historian and conversations expert Theodore Zeldin CBE to comment and interpret the resulting data.
The results were regionalized to highlight the regional differences in pub conversations and sold in to national and regional print and broadcast media and influential beer blog communities.
Key findings were the Great British pub was namedas the best location outside the home for quality conversations and Geordies were revealed as the UK’s biggest talkers, holding the highest number of daily conversations.
We also created a Courage Facebook page.
Measurement and evaluation
The campaign generated coverage in the Daily Telegraph, Daily Express, Daily Mirror, Daily Star and The Sun. Over 30 national and regional TV and radio stations ran the story including Chris Evans Show, ITV Wales and BBC Newcastle. 26 key online news sites and blogs also ran the story.