Agencies are preparing for a possible pitch after this week’s
announcement of a multi-million-pound plan to relaunch the Dutch lager,
Oranjeboom, into the UK.
The brand has had no support since Carlsberg-Tetley pulled the plug on
advertising through Griffin Bacal more than two years ago.
Now Interbrew, which acquired Oranjeboom in 1995, plans to revive it via
new distribution deals and a national marketing campaign.
The new advertising, which is likely to exploit Oranjeboom’s Dutch
heritage, will support the relaunch of Oranjeboom Premium, a draught
beer, and Oranjeboom Pilsner, a standard draught lager being introduced
into Britain for the first time.
Carlsberg-Tetley cut ad support for Oranjeboom and a number of other
brands at the end of 1995 in order to throw the bulk of its support
This decision meant the end of Griffin Bacal’s acclaimed cryptic
advertising which spoofed the Dutch language under the theme, ’Not
everyone will get it.’
At present, Interbrew, the world’s fourth largest brewer, is signing
contracts with regional brewers to distribute Oranjeboom.
’It’s a very realistic strategy,’ an industry source said. ’Major
brewers have problems in their own outlets because there are only so
many lagers and most pubs sell only one premium lager. Deals with
regional brewers and pub chains that don’t own brewers are where the
real opportunities are.’