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.




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter