Whilst the original brand campaigns performed brilliantly for Crabbies, we knew that the typically British style wasn’t going to resonate with international markets. And in the UK, with more young consumers being targeted, the 1950’s ‘tickety-boo’ personality of the brand didn’t quite land with that new audience.
From a polarising personality that alienated younger drinkers, the new, energetic campaign celebrated Crabbie’s unorthodox products. The sort of drinks that bring a vibrancy to a consumer’s repertoire; some colour to an otherwise dull world.
Prime Time Showstoppers
TV’s not dead – while we may be changing how we watch there’s still an important place for TV, especially with live broadcasts. Sponsoring the equally eccentric revival series of TFI Friday, Crabbie’s adverts added some pop to evening TV.
The campaign helped change perceptions of the brand, with viewers attributing an additional 17% product value to Crabbie’s and were 4x more likely to purchase from them. 92% of people thought it was a good fit for the brand and product recommendation doubled for those who’d watched the idents.