St Helier on radio during World Cup

02 June, 2010

Intercontinental Brands is to run a three-week radio campaign for its St Helier shandy brand during the World Cup.

The campaign will run on Talk Sport for three weeks from June 7 and include ads scripted to reflect each day’s matches during the tournament.

The deal is part of a six-figure spend by the company with the radio station, ICB said.

Managing director John Mills said: “The World Cup galvanises audiences and really captures the imagination – and the Talk Sport campaign provides St Helier with a great opportunity to reach a key target audience at a time when sports fans are most susceptible to brand messages about what would be ideal to drink with friends.”




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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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