Rik Mayall in £4m Bombardier ale campaign

13 May, 2011

Wells & Young’s has launched a £4 million marketing campaign for its Bombardier ale, starring comedian Rik Mayall.

The campaign includes TV advertising for six weeks, in which Mayall plays the role of The Bombardier in an historical battle scene.

It also includes longer-form video content for the web, in-outlet activity and social media.

“Marketing in the ale category needs a creative shake-up,” said marketing director Chris Lewis.

“There are too many woolly jumpers and cosy corners that patronise our drinkers.

“Creating The Bombardier, and bringing Rik Mayall in to play him, is our way of adding some creative flair and humour to ale advertising.”




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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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