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' Take Courage My Friend '

Client: Wells & Young's
Brand: Courage Bitter

The challenge
Due to a succession of owners, Courage had lacked a consistent campaign approach since its iconic ‘Gertcha’ campaign of the 1980’s. Our brief was to put Courage back at the heart of pub banter once more to help stabilise declining sales.

Audience insight
Research indicated that our target audience often found themselves in man-crises – emotional moments in day-to-day life where they might need a ‘little bit of courage’ to say or do the right thing. Under the banner ‘Take Courage my friend’, we chose to celebrate a number of scenarios that would stimulate pub conversation as well as open up PR opportunities for the brand.

The campaign put the brand right at the heart of pub conversations across the country once again. Many national newspapers ran stories about the return of Courage advertising and the showpiece came from Jeremy Paxman celebrating the campaign in a lengthy feature on Newsnight. Brand tracking showed the campaign had strong cut through with both existing and wider audiences helping to boost trade listings and increase sales across the UK.

One more thing
£3m worth of PR coverage was generated from an advertising budget of less than £300,000.

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