Robinsons Brewery

In recent years, Old Tom – ‘the original craft beer’ and part of the Robinsons Brewery family – had seen a decline in sales. Despite winning numerous industry awards, including ‘World’s Best Beer’, Old Tom was experiencing brand decline and was losing out to its more digitally savvy competitors.Robinsons Brewery was to increase in-store purchases by improving consumer recall of its Old Tom ale’s rebranded packaging.

Objectives

Increase in-store purchases

The fundamental objective of the campaign was to increase in-store purchases by improving consumer recall of Old Tom’s rebranded packaging, which incorporates new contemporary labels that reference the brand’s history while maintaining the bottle’s iconic shape.

Increase brand reach

Getting in front of relevant audiences and building brand awareness in an effective, efficient manner was to be achieved by increasing Old Tom’s brand reach through YouTube and Facebook, where these consumers were predominantly active.

Build desire among new audiences

Building desire for Old Tom products among new, younger audiences while keeping creative in line with the brand’s values and proposition was imperative to drive brand recall, as future campaigns would need to learn from and strengthen this message to encourage repeat purchases.

Strategy

Growing the Audience

The strategy had an audience-led approach, targeting a combination of new audiences and existing fans, combining a mixture of affinity audiences, placements and keyword targeting based on our research into Old Tom’s target market.

Combat the Proliferation of Craft Beer

With the increasing proliferation of craft beer and ale brands – all of which are fighting for brand awareness, affinity and recall in a crowded marketplace – cut through was essential

Stand out Video Creative

.The creative followed the evolution of Old Tom’s branding since it was first sold in 1899 and boasted how, although times and trends change, Old Tom remains the original and the best. This message was supported by referencing some of the various awards won by Old Tom over the years.

Results

81% growth in bottles sold through Supermarkets

33% increase in search interest

320k number of people reached