Rolling Rock to revamp - rework packaging and launch TV ad campaign - Brief Article

Modern Brewery Age, Nov 19, 2001

Labatt USA today announced a significant new investment in the Rolling Rock brand, including a television advertising campaign for 2002 and new packaging.

"The year 2000 was a record year for Rolling Rock volume," Rolling Rock brand director David van Wees said. "But at the end of last year we began to see some softness with trends favoring microbrews and imports. We haven't been talking to consumers through the proper medium. No longer. Rolling Rock is coming back to TV with a vengeance."

The new TV campaign features four new commercials said to "capture special moments that only guys seem to understand."

"We also decided to freshen up the packaging," said Mr. van Wees. "We've made a few changes to enhance the look and feel of our core identity--the painted label bottle."

New packaging for Rolling Rock includes the outer wrap, which has not been redesigned since the mid-1990s. Mr. van Wees said the new-look packaging did very well in quantitative tests, It is scheduled for introduction before the end of the 2001.