COMMENT: Interbrew's less laddish larger

By Datamonitor | 28 April 2003

Using 'lager lad' advertising for beer may be hampering the growth prospects of this market. By encouraging other manufacturers to use a genderless marketing approach, Interbrew hopes that beer can shake off its male-orientated image.

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Using 'lager lad' advertising for beer may be hampering the growth prospects of this market. By encouraging other manufacturers to use a genderless marketing approach, Interbrew hopes that beer can shake off its male-orientated image.

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