Abstract:

Watneys are attempting to improve their image amongst beer drinkers by changing pub designs, cowls, the Watneys symbol, stating Watneys more discreetly, and introducing new beers (London Bitter and Stag). Corporate advertising is also proposed to help change attitudes, or at least to accelerate changes, by asserting that the positive old standards of Watneys have returned. With these aims in mind, a campaign has been developed in video-tape form based on the return of 'James Watney'.