IPA Effectiveness Awards 2005: Silver Award - Tizer

TIZER Campaign: Tizer turns teenage but won't change its colour! Client: AG Barr Agency: BDH\TBWA Principal author: Lorna Hawtin, BDH\TBWA With contributions from: Chris McDonald, Peter Harris Media used: TV, outdoor, interactive, PR, press, sales promotion

CASE SUMMARY

This paper describes how Tizer re-energised its brand in the eyes of a difficult teenage audience by using the power of integrated communications and disruptive thinking.

The strategy championed the brand's red colour and "outsider" positioning and was planned to position Tizer as the category's spirited challenger.

The campaign brought Tizer to the front of teenagers' minds and prompted them to reappraise the brand. It prompted non-drinkers and occasional purchasers to try the product and, most importantly, helped Tizer achieve a greater presence in the profitable impulse-buy sector.

The £1.9 million campaign encouraged teenagers to buy Tizer themselves and, as a result, it is no longer a brand that is purchased primarily by mothers. It gave a return on investment of £0.89 million.

JUDGE'S VIEW

"This was a strong submission. Product disruption was a bold idea. The judges thought the econometric analysis was solid. The range and originality of the independent sources - brand ambassadors, urban music festivals and nightclubs for under-18s - allowed for lower levels of TV spend. This is a comprehensive and confident case that well deserved a Silver."

- Peter Buchanan, deputy chief executive, COI.