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S A Brains - 18 June

For the past few years, Brains has been undergoing a process of revitalising its brand. The Brains strategy built on its 125 year heritage by shifting consumer, trade and employee attitudes to the company and brand, so that in the future, the brand would be perceived to be forward-looking, innovative, contemporary, Welsh, and great people.

At the start of the process, a comprehensive brand research programme was undertaken, including employee, trade and consumer research. An integrated marketing campaign based on the core value of "being positive" was developed. The hero image for the campaign was the "always half full" image of a pint glass with the top half containing beer and all campaigns carried the tag-line: "More positive thinking from Brains".

A programme of new product development was also undertaken, including the launch of Brains Smooth Extra Cold - the first "extra cold" product launched by a regional brewer. Brains sponsorship of the Welsh rugby team has been a major focus of its marketing campaign since a deal was signed in 2004. The team took Brains "positive thinking" positioning to heart by winning the Grand Slam in the 2005 RBS 6 Nations.

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This Company has expertise in..

BUSINESS GROWTH
PERFORMANCE MANAGEMENT SYSTEMS

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