After years in the doldrums, Wolverhampton and Dudley is attempting to revitalise the fortunes of Harp Lager.
It took over the brand from Guinness last year and has developed a TV campaign for the revamped version, Harp Irish.
W&D is remaining cautious. It has a £2.5m budget and is restricting the TV ads to the Central region from October.
It will be using the weight of its on-trade estate to build volumes but is also looking for listings in the off-trade.
It has two pack formats, 500ml and 440ml cans which will be priced just below that of Carling and Fosters.
The tongue-in-cheek campaign aims to banish nineties man and promote the return of the bloke. If it is successful the marketing initiative will be rolled out to other regions.
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Playing Harp lager for all it's worth
2000-09-16T00:00:00+01:00
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