Noticed some advertising positioned in mass consumer press with Caffrey’s in an aluminium bottle. The imagery is young with both men and women in the graphic.
It is beer in an aluminium bottle – why? There must be lots of bottling and canning halls geared to glass production of a specific can size. Check out the Molson website: http://www.molsoncoors.com
It is all about marketing and engaging with the customer – a new drinking experience and an updated look.
Objective: Protect everyday beers and lager from decline.
Product:
- Beer in a bottle-shaped can
- The can keeps the beer cooler.
- Good size to hold and looks good.
- Product is recyclable and safer to drink from.
- Glass is also branded.
Price: Mid-range competing in a regular beer category.
Place – Now available in Tesco, Asda, Budgens, Costcutter everywhere!
Promotion: Half page colour ads – mass market.
People: English and French
Presence: New style of brand, new packaging – more contemporary.
Planet: Lighter to transport, so less emissions
Purple Cow: It really stands out as something new.