Whitbread brings out Merrydown’s ‘dark side’

Whitbread is relaunching the Merrydown cider brand, replacing its classic rural image with earthy Celtic imagery aimed at a younger, “new age” market.

The TV advertising will play on Celtic themes and present the brand’s “dark side”.

The brewer took over distribution and marketing for the brand in May, and has since moved its 1m ad account out of Lintas i and into Lowe Howard-Spink (MW July 14).

The Merrydown brand has performed poorly over recent years, as a result of price-cutting and the influx of cheap supermarket own-label ciders.

When the Merrydown company handled the brand’s marketing, it did not have money to fully support the product.

Whitbread is hiking the advertising and marketing spend and unveiling new packaging and a new advertising campaign for the brand.

Initially, it will use below-the-line media, though an above-the-line campaign using television is planned for later in the year.

Recommended

Mars to sponsor Gladiators show

Marketing Week

MEDIA Mars Confectionery is expected to replace Kellogg’s Frosties as the new sponsor of the Gladiators programme while BT is to sponsor Granada TV’s This Morning, presented by Judy Finnegan and Richard Madeley.

No Title

Marketing Week

TV industry insiders believe the pace of terrestrial digital TV will be dictated by BSkyB when it launches its own digital satellite broadcasting next year… …Terrestrial broadcasters are understood to be in talks about developing digital receiver equipment so as not to rely on pay-TV technology controlled by Rupert Murdoch (Torin Douglas, page 17)… BSkyB’s […]

Calling time on drinking culture

Marketing Week

With reference to the article “Fear and loathing in Kent” (MW August 11), I write to say that I am appalled to read yet another sarcastic piece about people attempting to retain the heritage and culture of our country and failing to list any of the important and relevant facts. If Iain Murray had bothered […]

Comments

    Leave a comment