Matthew Clark adds 8m spend

DOCB: Matthew Clark is hoping to revive its fortunes with a fivefold increase in advertising spend and the launch of the UK’s first cider with a head.

By

DOCB:

Matthew Clark is hoping to revive its fortunes with a fivefold increase in advertising spend and the launch of the UK’s first cider with a head.

The troubled drinks company, which blamed alcopops for the slump in its cider sales, announced the decision to reverse its former marketing investment strategies at its interim results, yesterday (Tuesday). Forty more marketing staff have been appointed and marketing consultancy Red Spider has been recruited.

Matthew Clark’s half-yearly pre-tax profits rose by 40 per cent to 21.6m, but the result was below expectations.

According to Matthew Clark, ad spend will increase from 2m by between 8m and 10m. Blackthorn Gold, a “smoothflow” cider with a foaming head, which took a year to develop, will be launched in the early summer backed by national TV advertising through roster agency Grey Advertising. The main Blackthorn cider brand will be relaunched with a new recipe and packaging, and further TV advertising, while Diamond White will be supported by a cinema and poster campaign.

Another new cider variant is also in the pipeline for sale in pubs. Distribution in the off-trade will follow. Matthew Clark Taunton, the branded drinks division of Matthew Clark, will also change its name to Matthew Clark Brands from May. The group’s wholesale division, Freetraders, has been renamed Matthew Clark Wholesale.

The company has yet to appoint a board marketing director and a chairman, following the sudden death of Michael Cottrell last October.

Recommended

Lloyds TSB shakes up top marketing team

Marketing Week

Lloyds TSB managing director for sales and marketing Dennis Holt is being replaced by marketing services director Ford Ennals, who becomes director of marketing services. Holt will now run general insurance. The changes come at the same time as retail financial services deputy chief executive Paul Brown, the director ultimately responsible for advertising and marketing, […]

Direct route to building brands

Marketing Week

I was intrigued by the debate in your letters pages about whether direct marketing is tactical or brand building. The obvious answer being it can be used for either purpose. More interesting I think is the use of direct marketing to build brands where being visible through advertising in the wrong place can detract from […]

Latest from Marketing Week