CASE STUDY Brothers Drinks Co turns to TV for distribution boost
Provided by Thinkbox
Brothers Drinks Co wanted to build distribution for its pear cider brand. TV created a statement among 18-34 year olds
What was the Challenge / Background of the Campaign?
Brothers Drinks Co was founded by four brothers from the Showering family. Well known for the development of the Babycham brand in the 1960s and 1970s, the family has a cider making heritage in the Somerset town of Shepton Mallet that goes back 15 generations.
Brothers Pear Cider made its public debut at the nearby Glastonbury festival in 1995 and became a feature of the event until 2006 when the level of enquiries about alternative distribution became too strong to resist.
In 2009, however, the brand's aims were starting to become bigger.
What was the Campaign Objective?
- Brothers Drinks Co wants to build distribution for its pear cider brand
- TV supported by outdoor creates a statement among 18-34-year-olds
- Extended distribution is secured in both on and off-trade as sales rise
What was the Solution?
Launching in June and July enabled the message to coincide with the summer festival season as well as the launch of Big Brother to reach its target audience at the height of the pear cider sales season.
Activity ran predominantly in late and post peak. The schedule was front-loaded with terrestrial TV in June with multi-channel channels extending the activity to the core audience in July using a 10-second cut down.
What were the Results?
The brand achieved all its 2009 goals, securing extensive additional distribution in key supermarket chains as well as on-trade and cash and carry outlets. The brand has also been able to talk to retailers that had previously ignored it.
Sales hit record levels during the TV campaign and remained strong in August.
What were the Key Learnings of this Campaign?
With Magners reinvigorating the cider sector and the arrival of other pear cider brands, the time was right to make a big statement about Brothers' five delicious flavours. The creative ran on Channel 4 regional macros, nationally on Five as well as multi-channel channels such as ITV 2, Fiver, Dave, Living and Sky1. The campaign achieved Brothers' objectives by delivering record level sales and securing additional distribution.