Rik Mayall in £4m Bombardier ale campaign

13 May, 2011

Wells & Young’s has launched a £4 million marketing campaign for its Bombardier ale, starring comedian Rik Mayall.

The campaign includes TV advertising for six weeks, in which Mayall plays the role of The Bombardier in an historical battle scene.

It also includes longer-form video content for the web, in-outlet activity and social media.

“Marketing in the ale category needs a creative shake-up,” said marketing director Chris Lewis.

“There are too many woolly jumpers and cosy corners that patronise our drinkers.

“Creating The Bombardier, and bringing Rik Mayall in to play him, is our way of adding some creative flair and humour to ale advertising.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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