1. Hertog Jan is a high-quality beer brand.2. Bock beer is an autumn beer, traditionally launched 21 September.3. All Hertog Jan’s beers are growing strongly. Only the bock beer lags behind.4. Last year the volume declined because of less shelf space.5. The general rule is: the larger the proposed discount or the larger the proposed promotion, the more shelf space.

6. Hertog Jan has a limited budget and stands for quality, so it cannot afford both.Develop a promotion worthy of Hertog Jan. Achieve:Volume growth: 10%.Desired market share: 3.5 %Distribution growth: 5%

Hertog Jan Bock beer is an autumn beer. With its full flavour and beautiful red colour it is itself an ode to the season. That is why four famous writers composed an ode to autumn, forming the basis for our sophisticated integrated campaign with three pillars.1. Interactive advertising campaign, which created PR before the opening of the bock beer season.2. Website from which you could invite a friend for a Bock beer.

3. Special packaging, which created immediate distinction and sales on the shelves.

The packaging also referred to the website, which resulted in a flywheel effect.

Quantitative:Volume growth: 36%.Desired market share: 4.5%.Distribution growth: 11%.Note: The total market declined in volume during the promotional period (index 78).Qualitative: Association between Hertog Jan and quality has grown very significantly from 42% to 55% (highest score in the Dutch beer market). Source: Avisio.Hertog Jan has been declared the strongest Dutch beer brand (NFLI study).