Phase two is being accompanied by a PR campaign that engages with Beamish consumers and potential ‘stout converts’.
Beamish launched its marketing campaign (which runs across radio and outdoor in Cork and in national and Cork print outlets) last July. The campaign asserts the genuine values and authentic heritage of Beamish Irish Stout – its ingredients, aroma, flavor and price.
“The new campaign highlights the authenticity of Beamish and it’s positioning as a genuine Irish stout,” said Heineken Stouts Brand Manager Peter Murphy.
The print campaign featured in the Irish Examiner and Evening Echo, The Irish Daily Star, The Irish Sun, The Irish Mirror and The Sunday Mirror throughout July as well as featuring in local titles including the Cork Independent and Cork News. A full newspaper wrap ran in The Cork News in July reinforcing the core elements of what makes a stout ‘genuinely Irish’. Prime outdoor sites in Cork city and county also featured the campaign and a significant radio burst ran on Cork’s 96FM.