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Marston’s Pedigree launches new strategy for broader appeal

·       Drinkers are encouraged to ‘live a life of Pedigree’
·       Above the line budget is moved into a digital campaign
·       Pedigree blonde variant is launched as New World Pale Ale
 
Marston’s is encouraging drinkers to be true to themselves and ‘live a life of Pedigree’ in its new strategy to appeal to a wider audience across all channels.
 
An online-driven campaign and a new blonde variant of the beer will spearhead activity this spring whilst maintaining Pedigree’s continued seven-year relationship on the national cricket platform with the ECB through the summer.
 
The theme for the new Pedigree campaign urges people to grow up but never change; to retain the same values, friendships and moral code that they have lived by, in spite of the changing years. Online ads feature the internet phenomenon of re-creating old photographs with the strapline; “Grow up. Don’t change.”  Fans can download an APP that enables them to replicate the ads and post them to Facebook or Pedigree’s own online gallery.
 
Support for the campaign will be reflected in new glassware, point of sale material, livery for the distribution fleet and in-pub promotions.
Extending the Pedigree brand name, the new blonde-style variant for Pedigree, Marston’s New World Pale Ale is set to appeal to new entrants to the beer category.
 
At 3.8% abv in cask and keg it is a golden beer brewed using a base of lightly kilned pale malt, with a new world twist of Australian Galaxy and Topaz hops to give the beer its signature character. With Pedigree’s heritage and Aussie personality it is the perfect blend of old world skills and new world tastes to give drinkers the best of both worlds.
 
Gaynor Green, Marketing Manager for Marston’s said: “In securing a long term future for the brand we are positioning Pedigree as a beer that has always been true to itself. It celebrates its roots as one of the truly iconic British beers brewed in the birthplace of pale ale; Burton Upon Trent.
 
“With the introduction of New World Pale Ale and our move to a predominantly online campaign it is in recognition that a brand with history and heritage can still embrace change to keep moving forward with the drinkers whilst retaining its essence.”
 
The Pedigree APP is available to download at www.marstonspedigree.co.uk and New World Pale Ale is available by contacting the Customer Service Centre on 0800 587 0773.
 
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Lisa Harlow
Mob: 07917 757860
Tel: 01283 820776