Abstract:

Advertising for Ansells Bitter and Tetley Bitter in the Midlands and the North has been based on a similar format, the Bitterman. In the South, however, the decision was taken not to adopt the 'Bitterman' approach. However, it is felt that there could be a case for using the 'Bitterman' - type approach for Ind Coope, and research was required to evaluate its appeal when dubbed es Ind Coope as opposed to the current Ind Coope campaign ('Our House'). The objectives of the research were:

1. To establish which of the two current Ind Coope campaigns is more relevant, persuasive and credible to the bitter drinkers in the South;

2. To evaluate to what extent the imagery created in one campaign might be suitable for incorporation in the other.