Wells & Young put £2m behind Bitter

04 May, 2007

Wells & Young's has come up with a new, £2 million advertising campaign to promote Young's Bitter.

The "urban retreat" posters will be rolled out in London on May 7 in two different designs. Two more designs, with the same theme of Young's Bitter drinkers experiencing a moment of calm in their busy lives, will go out nationwide later this year.

Chris Lewis, director of marketing for Wells & Young, said: "This is a really important new campaign for Young's Bitter, with a unique and motivating advertising proposition. Young's has a tremendous amount of heritage, from the iconic ram to the pubs synonymous with the beer. We had to make sure we got the message right, and through market research we've developed a campaign that brings Young's Bitter into a new era."

This is the first campaign to promote Young's Bitter since the London brewer merged with Charles Wells in May.

Lewis said: " It is imperative that we get the marketing right the first time."




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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.

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