Boddingtons - "By 'eck"

Guy Murphy

Describes the award-winning Boddington's campaign which began in 1991: how the advertising helped the brand to grow from a regional brand to a national brand with regional roots, whilst maintaining and strengthening its credentials in its heartland, the North West (Granada).
Agency: Bartle Bogle HegartyAuthor: Guy Murphy

Boddingtons - "By 'eck"

INTRODUCTION

This paper is not easy to write. Not concisely, anyway. The reason for this is the scope of Boddingtons' success. Attempts to isolate advertising effectiveness usually deal with the success of one product in one market. This case encompasses the success of two products that operate in two geographical areas.

The two products are Boddingtons Bitter (the pub pint) and Boddingtons Draught (the canned version). For the sake of clarity the canned product will be...

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