Cow PR has been appointed by alcohol importer Interbrew UK to
handle consumer promotions for white beer brand Hoegaarden.
The win, after a three-way pitch, will see Cow undertake a ten-month
campaign based on sampling and media relations for the beverage.
The account is led by Cow co-founder Sian Morgan, reporting to
Hoegaarden marketing manager Stuart Ibberson at Interbrew UK. There was
no previous retained agency for the brand.
According to Morgan, the promotion of the beer will be aimed at 25 to
35-year-old males, with the purpose of positioning Hoegaarden as a
'premium' beer, moving away from its current 'style-led image'.
Morgan was heavily involved in promoting the launch of the drink when it
first emerged in the UK in 1994, while she worked for Cohn & Wolfe.
She was previously an associate director at Weber Shandwick before
founding Cow in November 2000. Other Cow clients include Pret A Manger.