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June 11, 2009

Lager brands get shoppers in their sights to push new flow systems

British brewer Scottish & Newcastle UK (S&N UK) has launched a major in-store experiential campaign for its Foster’s and Kronenbourg brands to promote new in-can flow systems that aim to create a smoother taste.
The new campaign, through brand experience agency BEcause, aims to deliver 144,000 consumer trials during 480 live days of activity.

Phase one began during May at 40 Morrisons’ stores nationwide, with the second phase of activity set to take place in Asda and Sainsbury’s stores throughout July. The activity coincides with high-profile TV, radio and online campaigns for both brands.
In each participating store, brand ambassadors will educate shoppers about the benefits of Kronenbourg 1664 with Dynamo Système and Foster's with In-can Scuba, before offering them a complementary sample and money-off vouchers. 

Created specifically for the can format, the In-can Scuba and Dynamo Système products both feature a unique widget, designed and patented by S&N UK, to deliver a smoother taste from a chilled can. The products aim to fulfil consumers’ growing demand for pub quality at home.

To drive consumer engagement, shoppers will also have the chance to win all they need for the Foster’s Ultimate Lads’ Night – state-of-the-art home entertainment equipment and games consoles, a plasma TV and a fridge to keep their “favourite” beer cold.
“This summer’s experiential campaign follows on from the successful trial activity we held in the multiple channels last year, which led to more than half a million consumer trials,” explained Andy Mitchell, customer marketing manager for trial at S&N (UK).
Explaining the importance of the experiential campaign, BEcause managing director Sharon Richey said: “In the current economic downturn, many drinkers are looking for good quality, value-driven leisure time at home. On-shelf competition between brands has never been more intense. By engaging with the shopper right at point of purchase, we will help keep these innovative products front of mind and ensure that S&N stays one step ahead of its competitors.”

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