The Good and the Bad from Today’s PR in Scotland
Tuesday, June 29th, 2010
The infamous beer brand Stella Artios has over the years gained a reputation for causing more domestics than Christmas Day. The product is a premium beer, however has gained a less then premium nickname.
The recent offering from the beer brand, looks set to transform those negative associations into new positive connotations associated with their brand image.
With the launch of its new beer Stella Artois Black – the brewer plans to target the more up market consumer. By making the beer less readily available than its other counterparts, the idea behind this is to create the Stella Artois Black image as elitist and exclusive.
This is a brave move from the company who already have a fairly strong share of the market – as with Burberry attempting to get away form the reputation their checks earned them, so too are Stella moving forward with what could potentially alter the stereotyped image of a ‘Stella’ drinker.
The PR team at Stella realise a change is needed, and as long as they can target, and market it correctly they should be on to a winner.
JK Rowling must be literally rowling in it – with another incarnation of the Harry Potter books set to grace the big screen in November.
Harry Potter has most defiantly grown into a global brand, instantly recognisable to thousands of children across the globe.
The entertainment gaint has recently opened a new theme park in Orlando Florida, dedicated entirely to Harry Potter – The Wizarding World of Harry Potter. With the series of films soon to come to an end, Warner Bros must be looking at different avenues to gain as much revenue from the bespectacled wizard before it all come to an end.
The target market for the game is children aged six to 12 and will be available on numerous formats.
The marketing push for the new game appears lazy and uninventive – the strategy involves the running of a series of television advertisement, as well as a cinema advertising campaign over the months of July and August in order to reach the target market. These months are a popular time for the release of family blockbusters.
The strategy is expensive, and will no doubt reach their target market – however this obvious and easy route could be detrimental in the long run.
With the joining of Lego and Harry Potter, one would expect something more innovative, exiting and magical.