How do you reinvigorate a tired brand within a declining category?
Tribute was underperforming in a declining ale segment due to the dominance of craft beer. We were engaged by St Austell Brewery to reinvigorate their flagship brand with the aim of delivering 10% YoY growth.
Although respected by the trade and drinkers alike, the changing consumer landscape was amplifying a lack of relevance and recognition, as well as the loss of shelf space and bar pressence.
Our research phase of work highlighted some key issues;
- Outside of the South West,
brand awareness dropped by 95%
- The provinance story loses impact outside of their heartland
- Tribute is not in the reportoire
of the under 40’s
- Tribute is regarded as a superior product compared to competitors.
- We also knew that consumers are prepared to spend more for a quality experience. And with premium beers becoming more dominant in the category, our strategy was to amplify the quality cues that the brand has but wasn’t told to the outside world.
‘Quality Speaks For Itself’ delivers a confident and coherent new brand positioning, steering Tribute to a refreshed visual identity, expressed across
the multi-platform world.
The result has firmly expressed Tribute’s unique premium cues whilst reaffirming its Cornish roots. It delivers nationwide appeal with clarity and simplicity to a new younger audience whilst creating differentiation in an increasingly complex category.
Following the brand roll-out, it has significantly increased on-trade distribution and is now available in Waitrose, Sainsbury’s and Tesco. It is also served
on Great Western Railway and proudly, on British Airways Club World.
What we did
- Brand strategy
- Strategic roadmap
- Brand narrative
- Visual identity
- Brand imagery
- Social & content strategy
- Guidelines and toolkit.
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