Camden Lager Top: Unleashing bold, refreshing flavours in every sip
The Camden Town Brewery launched an engaging in-store promotion for their innovative new product, Camden Lager Top, held at various Morrison’s locations. Recognised for blending the light, refreshing taste of a lager shandy—which traditionally appeals more to a younger, female demographic—this campaign aimed to introduce and familiarize this target audience with the unique qualities of Camden Lager Top. By setting up a “Camden Bar” within the store environments, the campaign offered free samples to shoppers, effectively increasing product awareness and fostering consumer interest.
Execution
Staffing and Roles
A team of well-trained promotional staff was employed to manage the stand. Their responsibilities encompassed several key areas:
Sampling: Staff members offered free samples of Camden Lager Top directly to consumers, engaging them in conversation about the product’s unique attributes and flavour profile.
Stock Management: Ensuring that the stand remained fully stocked throughout the event was crucial. This included managing both the beverage stocks and other promotional materials to avoid any interruptions to the sampling process.
Cleanliness and Presentation: Keeping the Camden Bar stand clean and tidy was a priority, maintaining an inviting space for consumers to approach and interact with the brand.
Consumer Education: The team was equipped with knowledge about Camden Lager Top, ready to educate consumers on the product’s brewing process, flavour nuances, and ideal consumption contexts.
Impact
The campaign successfully increased the visibility and appeal of Camden Lager Top among the target demographic, leading to positive consumer engagement and feedback. By directly interacting with potential customers, the promotional staff were able to convey the brand’s values and the distinctive qualities of the lager top, which is less commonly found in the typical beer market targeting younger women.
Feedback gathered during the event indicated a high level of interest and enjoyment among participants, many of whom expressed intent to purchase the product in the future. This case study highlights the effectiveness of targeted in-store promotions and direct consumer engagement as strategies for introducing new products and expanding market reach. The campaign not only bolstered Camden Town Brewery’s presence in retail locations but also reinforced its reputation as an innovative and consumer-focused brand.
