Worthington's logo goes back to basics

Coors Brewers is taking the Worthington brand back to its roots with the launch of a new beer and a new brand identity as part of a £10m marketing programme for 2002.

The company, formerly known as Bass Brewers, has changed the brand name to Worthington's, adopted a new slogan, "Heart of Our Nation", and unveiled a new version of the heart-shaped shield and dagger brand symbol first created by founder William Worthington in 1863.

Scott Wilson, senior brand manager at Coors, said: "The new Worthington's brand symbol will be incorporated across the range - giving each beer its own look within the Worthington's equity, and ensuring above the line, below the line, and packaging are all fully integrated under the 'Heart of our Nation' banner."

In addition to the new look packaging and a new TV advert, Coors is set to launch Worthington's Classic, a traditional style keg bitter with a 3.8 per cent ABV. The brand has been available in the off-trade since August last year and will be rolled out into the pubs and bars from the end of the month.

"The keg bitter market remains hugely significant," added Mr Wilson. "It accounts for around 20 per cent of on-trade bitter volume, and it is consolidating behind major brands, which now account for one in every two pints of ale sold.

"Recruitment to the ale market is increasingly difficult - people aren't graduating into the mainstream bitter category so we're concentrating on existing male ale drinkers rather than young drinkers."

Worthington's Draught Bitter, the brand's 3.6 per cent ABV cask ale, is also to be renamed Worthington's Cask Ale and given a modernised font while a number of new products are due to be unveiled in June, including the relaunch of Worthington's White Shield.

Carling, meanwhile, is to cement its links with football via a new "The Game's On" initiative to coincide with the climax to the Premiership, FA Cup, European Champions League and the World Cup.

"The Game's On" will be launched across the on-trade and will be supported by a £2m investment in specific football-related TV advertising.

Other brand activity at Coors includes a new instalment in its Reef TV advertising campaign and the introduction of a small "diddy" Reef bottle that will be distributed in pubs and bars to encourage consumers to try the brand as part of a sampling campaign.

Also there's no "Schtopping" the Grolsch advertising campaign. A new ad, "Interrogation", is being screened on terrestrial and satellite TV throughout March.