Magazine article Marketing

Lessons in Lager

Magazine article Marketing

Lessons in Lager

Article excerpt

No-one is trying to pretend that Budweiser and Kronenbourg 1664 are targeting identical audiences. But even so there is an interesting diversity in approaching lager-supping males.

Last week Kronenbourg puts its weight behind radio's biggest ever promotion on Jazz FM. The choice of station is in keeping with the type of creative work Kronenbourg has previously run on TV - the aspiring jazz star in a smokey club.

According to Jazz FM marketing manager Katy Turner, Kronenbourg will mainly pick up male 25 to 44-year-olds who are "Guardian or Independent readers" and "slightly left wing."

With that in mind, LWT's high TVR rating is in keeping with the drinker Kronenbourg wants to target - the London trendy.

Likewise spending in TVS, TSW and Anglia could be picking up the same affluent jazzy types. The choice of Yorkshire as opposed to Granada or Tyne Tees is less explicable. Granada has the highest lager drinking TGI and plenty of disposable income - not enough it seems to get it on the schedule.

Budweiser goes in a different direction. It spends 650,000 pounds on TV (Granada, Yorkshire and Ulster) and the bulk of its money on magazines. Budweiser drinkers - if we are to believe the creative work - are cowboys not jazz afficionados.

The lion's share of cash goes downmarket to Sunday supplements such as You, News of the World's Sunday and the Sunday Mirror magazine (the recipient of [pounds] 575m). This is presumably for draught "bud" drinkers.

However, there is a fair smattering in the trendy press. …

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