Whitbread picks Cardguide to steer hologram campaign

By LEXIE GODDARD, campaignlive.co.uk, Monday, 13 December 1999 12:00AM

Whitbread Beer Company is using holographic postcards to raise awareness of its ’eccentric’ Belgian beer brand Hoegaarden in the run up to Christmas.

Whitbread Beer Company is using holographic postcards to raise

awareness of its ’eccentric’ Belgian beer brand Hoegaarden in the run up

to Christmas.



Postcard advertising outfit The Cardguide has distributed 140,000 cards in

upmarket bars and restaurants across the UK.



The cards, created by the ad agency Mother, are stamped with the message:

’Polite notice: after consuming our delicious white Belgian beer, please

refrain from nicking the flaming glass’ - a reference to the high number

of Hoegaarden glasses that disappear from bars.



Motive Communications is handling the planning and buying for the

campaign.



The agency’s media manager Marc Gilmore said: ’The media delivery to

trendy UK bars aligns with Hoegaarden’s quirky brand positioning.’

Motive’s campaign may expand to include more mainstream media next

year.



Hoegaarden’s brand manager Susan Keyes said: ’We wanted to reach our

target market without relying on traditional beer advertising routes.

Motive’s focused approach fits the target market perfectly.’ Whitbread is

aiming to reach a broad range of 25- to 45-year-old ’social drinkers.’



According to Gilmore, virtually all the postcards have been taken by

customers after just one week.



This article was first published on campaignlive.co.uk

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