Greene King IPA ad push

06 August, 2007

Greene King is launching an integrated advertising campaign to promote IPA as The Pint with Nothing to Prove. The push will run across TV, outdoor and press from Aug 4 for 11 weeks.

The high-impact campaign is designed to promote IPA as “the beer of choice for men who know their own tastes, and can identify with the quality and authenticity of the beer above products which try too hard” according to the brewer.

The advert contrasts two main characters in a scene shot at a London pub.

Fiona Hope, Greene King Brewing Company marketing director, said: “Our new ad campaign brings a fresh personality to the Greene King IPA brand, building on its position in the market as a quality, session beer that appeals to drinkers who value superior quality and great taste.”

Airing on Sky Pub TV between Aug 4 and 18 during England warm-up matches, the ad will also be launched across regional strands of ITV and Channel 4 from Aug 20. The TV ads will also be supported by a print and outdoor campaign which will go live during this year’s Rugby World Cup.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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