Case Study: JW Lees relaunches Boddingtons and drives sold-out demand with Down At The Social

JW Lees relaunches Boddingtons in 5 weeks with Down At The Social

The customer, JW Lees, needed to relaunch its Boddingtons beer to both a new generation and traditional cask ale drinkers, as it had been off the market for 13 years. The challenge was to achieve this with cultural credibility in Manchester through earned attention rather than a paid campaign. They engaged the vendor, Down At The Social, for PR, social, content, influencer, and campaign services.

Down At The Social implemented a focused, five-week, multi-channel launch. The solution included a launch release, trade stories, expert taste-testing, public sampling events, a relaunch party, and a new social media presence. This strategy generated significant media coverage, including a feature on BBC North West Tonight, and reached over 124,000 people on social media in one week. The campaign was so successful that the product sold out in its first week and remained sold out for the entire month.

JW Lees