Major design studio

 

Carlsberg Tetley - Schlitz relaunch
Turning a flagging brand into the first of the 'style' beers

Situation

• Client recognised that, as their overall drink's market demographic was increasingly skewing towards the old and down-market, their corporate profile needed improvement.
• The flagging Schlitz lager brand was earmarked as possibly having the potential to trigger a profile improvement.

Response

• By exploiting desk research VA appreciated Schlitz's US heritage could be safely ignored and predicted a consumer swing away from strong lagers.

Results

• To capitalise on this insight a new Schlitz 'Blond' positioning, emphasising style over strength, was created.
• In spite of slim budgets this activity boosted sales sufficiently over the next two years for it to become the fastest growing UK Premium Packaged Lager.

Value Added

A wholly new lager sector product category was created for this brewer to exploit.