Brewer Marston, Thompson and Evershed is spending around pounds 50,000
on a PR drive for its premium lower calorie bottled beer Low ‘C’.
The Burton-on-Trent company has hired MacLaurin Communications to handle
PR for the re-launch of Low ‘C’, which has 25 per cent less calories
than normal beer.
The PR campaign, signed for an initial four months, is designed to
support Marston’s advertising campaign which breaks on October 12 and
stars comedian Steve Coogan.
MacLaurin, which won the contract in a non-competitive pitch, has been
briefed to target regional and national press and radio.
The agency is also planning a range of sponsorship initiatives to
capture a wide target audience of 20-45 year-old male and female beer
‘The target market is so wide, it’s a chance to apply really imaginative
PR techniques,’ said MacLaurin account director Richard Knight.
Knight added that Low ‘C’, which has an alcohol content of 4.7 per cent,
is being positioned as a premium strength, rather than a diet beer.
Marston’s other brands include Pedigree Bitter, Marston Bitter and
Burton Best Bitter.