Posted by: Posterscope SA | October 1, 2009

UK Beer brands are moving away from TV




UK beer brands like Grolsch, Stella Artois and Budweiser are turning away from TV citing that their target audience namely male consumers are the most effected by media fragmentation. Grolsch, will use various different channels, ranging from online to print and outdoor, in its latest campaign, TV does not feature in its strategy.

Simon Davies, marketing director of Molson Coors, said the company has greatly increased its out-of-home activity in the recent past, and added that TV is losing favour among 18–34 year old men. Earlier this year, the 5% variant of Stella Artois’, owned by Anheuser-Busch InBev, new communications campaign, was marketed using digital, outdoor and print. Similarly, Budweiser, utilized 2,000 out-of-home sites, as well as newspapers and magazines, in its first campaign since the merger of the two brewing giants. The similar lack of comprehensive outdoor campaigns by out local brands probably stems form our lack of fragmented TV. In South Africa it is SABC, SABC, and SABC!


Source form World Advertising Research Council of 30 Sept 2009.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s


%d bloggers like this: