In 2003 the TV-campaign Green Sail featuring a green sailing ship and young, attractive people was aired in Europe. BECK’S managed to use this succinct brand world to generate continuous increase in its market share, both in terms of revenue and units sold.
In other countries such as the USA a new so called Global Campaign had been introduced successfully. Four black and white commercials were communicated at that time, only the final pack shot of the BECK’S bottle was green. One commercial showed a young couple kissing in a discotheque. Two commercials featured a couple or a group of attractive people having fun on the beach and in the sea. The fourth TV spot was product focused.
International management wanted to know which of the alternative TV-campaigns was the most efficient and appropriate route for future Beck‘s advertisements in Italy. - In our tough pretest the four black and white commercials of the Global Campaign and the newest Green Sail spot were analysed monadically. Both campaign alternatives performed well. But the Global Campaign caused even higher image and sales effects and was therefore recommended for future Beck’s communication in Italy.
Methods used: advertising effect test
