Ads tackle thirsty rugby players

23 February, 2007

Greene King IPA is running its first ad campaign since becaming sponsor of England rugby in October.

The ads show England players in action , with straplines suggesting they are thinking about their post-match IPA . They will run in national newspapers throughout the Six Nations championship .

Greene King Brewing Company managing director Justin Adams said: "Our campaign reflects the natural affinity between rugby and the nation's number one cask beer. It places Greene King IPA at the heart of rugby in a humorous way and specific executions ensure the take-home message for Greene King IPA in the off-trade is supported by a national campaign. During the tournament, we will be encouraging drinkers who can't make it to Twickenham to pick up a 4 or 12-can pack of Greene King IPA and enjoy the rugby at home."




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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 ľ which makes it especially galling that we spend so much time divided over it.

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