Marketing Communications

CASE 8 285

Figure 8.15 Commitment to Maes

Figure 8.16 Evolution of Maes brand image

results were obtained among others because the campaign

scored very well in different media, as illustrated in Figures 8.17

and 8.18.

Maes has largely reached its objectives in this success-

ful relaunch campaign. Not only have more beer drinkers

found their way to Maes and think it is a better beer and a

nicer brand, but also they want to pay more for it. The com-

bination of the market share and the 8% price increase led

to a substantial increase in Maes’s turnover. The Maes

campaign received a Belgian Gold Effie Award in 2010.

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