Blog: Will Kestrel take flight with golfers?
Andy Morton | 10 April 2014
Most marketing campaigns have familiar goals - an increase in sales, wider consumer recognition.
Others, such as the latest from Scottish beer brand Kestral lager - seek to change the entire lexicon of one of the world's most popular and venerable sports.
The Kestrel Brewing Company, owned by former Wells & Young's MD Nigel McNally, is asking golfers to call a hole-in-one - when the ball finds the cup in one shot - a “kestrel”. The company claims this would dovetail nicely with golf's other bird-based terms such as birdie, eagle and albatross, while also raising awareness of dwindling kestrel numbers in the UK.
To achieve this, Kestrel will launch a campaign in 250 UK golf clubs. But while I laud the brewer's lofty aims, let's hope bigger beer makers don't get ideas about other popular sporting terms. Otherwise, come the World Cup in Brazil this year we may all be watching players scoring the winning Budweiser.
Last year was tough for The Coca-Cola Co. So staff in Atlanta won't be pleased to read that Pepsi has overtaken Diet Coke as the no. 2 soda brand in the US. ...
A bit of football fun for a Friday. Anheuser-Busch InBev has released the ad that will accompany its new Budweiser 'Dream Goal' campaign, that seeks to find the UK's best amateur goal. ...
Among elderly people, falls leading to hip fracture are a major health problem, leading to severe morbidity and mortality. Underlying factors that increase the risk of hip and other fractures include ...
No sooner had Anheuser-Busch InBev taken a gentle pop at the craft beer segment during February's Super Bowl, than the world's largest brewer has challenged the sub-category's target market in New Yor...
A few wry grins will have been raised in the offices of Dr Pepper Snapple Group today. ...
- Is A-B InBev/SABMiller 'Mega-Merger' Off?
- Sustainability: What Craft Teaches Multi-Nationals
- Pernod takes positives from China Cognac bounce
- Ethiopia competition to remain "intense" - Diageo
- Comment - 'Craft' and the Danger of 'Romance Copy'
- Heineken to cut jobs in global shake-up
- Bacardi bags a Bourbon with Angel's Envy buy
- Bacardi Brown-Forman here to stay
- Carlsberg takes on Stella Artois in new campaign
- Anheuser-Busch InBev lines up new chairman
- Global rum insights - market forecasts, product innovation and consumer trends research
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research
- ALDI 2015: Radically transforming Anglo Saxon grocery markets
- Heineken N.V. - Strategy and SWOT Report
- Champagne: Less Than Bubbly