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SAB decided to be the first player to enter this market.
The marketing strategy was to play on the Germanic heritage and to portray Hansa Pilsner as a thirst quenching beer. The campaign was targeted at 18 ? 24 year old white males with a tendency towards English speaking males. The product was distributed in pints, cans and dumpies (340 ml) and ABV was 4.5 %. There was advertising in store, press, on radio and cinema.
This campaign failed to inspire the beer drinking population, with sales due more to curiosity than preference. At the time of the launch there were seventeen brands available on the beer market...
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