HOW DO YOU LAUNCH A LAGER AFTER LOCKDOWN HAS HIT?
Adnams was preparing to launch a significant NPD – a premium lager called Kobold. This product was designed to attract a younger, broader audience and reinforce Adnams’ sustainability credentials by partnering with Blue Marine Foundation. Our launch strategy focused on OOH targeting commuters in the London to Norwich corridor. Then COVID-19 hit and changed everything.
FROM OUT OF HOME TO AT HOME
When the decision was made to restart the project, we refocused the launch strategy predominantly across owned channels. Our multi-layered campaign called for the Kobold story to be teased, launched and expanded on across these channels while also driving sales by directing people to Adnams ecommerce site, stores and pubs.
In August, we launched Kobold across Adnams owned channels and digital display. Early signs showed Kobold to be incremental to their business and initial sales results showed a successful launch with 100% growth on their lager offering from 2019. We’d successfully launched Kobold in challenging times with no detrimental impact to their existing Dry Hopped offering.