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CASE STUDY: John Smith's "No Nonsense" campaign

Provided by Channel 4 Television
Scottish Power uses TV to further develop the "No Nonsense" campaign for the John Smith's brand.

What was the Challenge / Background of the Campaign?

For Scottish Courage the overriding challenge for it's John Smiths's brand is to achieve dominance of the ale sector. The role of the advertising was to develop further the "No Nonsense" proposition - which had already been successfully introduced in previous campaigns. The premise of "No Nonsense" was to strike a chord with the audience and make ale drinkers feel more comfortable about drinking John Smith's. TBWA London developed a creative idea involving comedian Peter Kay in various humorous situations. Find out more...

What was the Campaign Objective?

The objective for 2002 communications was to create a sense of brand ubiquity (maintaining high awareness, increasing spontaneous brand awareness and consideration), make the brand more attractive to younger male drinkers without alienating older drinkers, and strengthen the consumer franchise overall. A requirement was also to make the brand more attractive to the trade to help secure broader distribution.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details20-30 year old men
25 - 34
35 - 44
Male
AB
ABC1
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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