Major brewers have funded a second generic TV advertising campaign for beer under the strapline, “There’s More to Beer”, according to Marketing Week.
It will focus on provenance, the craft of brewing, diversity of styles, food parings and taste, and it will also highlight beer’s suitability in venues beyond the traditional pub and home, Marketing Week reports. It’s due to launch this summer.
The publication reports that it’s the first major change for the AB InBev, SAB Miller, Heineken, Molson Coors and Carlsberg-funded initiative since it launched last June; the ad was banned six months later for implying alcohol improves popularity.
Jonny Forsyth, global drinks analyst at Mintel, is quoted saying: “Last year’s campaign reinforced the problems that pushed the beer category into decline in the first place. It promoted mainstream lagers and reinforced the category’s laddish connotations because of the use of generic terms like refreshing. The days of wanting a generic lager are gone and the upcoming campaign needs to appeal to a more sophisticated and adventurous type of consumer.
“When we look at our own research we’re seeing that its not just price and branding that are winning over customers in stores. There’s a growing demand of people wanting to understand the provenance of beers as well experience something premium. This depth of category is what will pull women to beer in a way that the previous campaign was unable to.”
