7m marketing plan for San Miguel

24 April, 2009

Carlsberg UK is spending 7 million on a marketing campaign for San Miguel, the lager

it took over the UK rights to

from S & N

last year.

The campaign includes TV ads described as "heavyweight" from May 9, supported by posters, regional print and cinema ads.

There will also be sampling at major train stations across the UK to encourage trial.

There

will be new off-trade packaging for the brand, across cans, bottles and point-of-sale, inspired by the brand's look in continental Europe.

David Scott, customer marketing director for Carlsberg UK, said: "As the UK's leading world beer brand, we believe

San Miguel has the potential to be a massive seller for our off-trade customers and want to do everything we can to support them .

"By introducing more premium, European-influenced packaging we feel that drinking a San Miguel will become a quality experience.

"Our ATL campaign encourages consumers to make the most of their time with a San Miguel, and the new labelling and POS really reinforces this."




Bookmark this


Site Search

COMMENT

Richard Hemming MW asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter