Verpoorten was launched in 1876 and is market leader in egg liqueur (eggnog). There is always the danger with older brands that their target groups get to old. Therefore Verpoorten intended to rejuvenate its image and appeal to younger target groups with new TV commercials and limited advertising budget. Previously an advertising campaign in magazines featuring egg liqueur cocktails had failed to achieve that objective.
In the commercials young people („common people“, not professional actors) were initially sceptical, but then were enthusiastic about egg liqueur cocktails. The result: Verpoorten was successfully rejuvenated. Nowadays target groups which purchase Verpoorten below 29 years of age are similar in size to those above 60 years. Nearly 90 percent of all branded egg liqueur was produced by Verpoorten in Germany in 2009.
This advertising success has been predicted reliably in an advertising effect test. The effectiveness of the limited media budget was significantly increased using media placement research insights to full advantage.
Methods used: advertising effect test, media placement research.