Boddingtons renews partnership with Melanie Sykes

AB Inbev has revealed its latest digital advertising campaign for Boddingtons, which features the brand’s original star, TV personality Melanie Sykes, more than 20 years after the original adverts first aired.

The adverts also see the return of the ad’s original director, Danny Kleinman, and the same sense of nostalgia and spoof humour made famous by the bitter’s original campaign, although with a modern twist to appeal to today’s audience.

The campaign, entitled ‘Tour de Formby’, is a parody of a contemporary sport ad, with a nod to the brand’s famous Northern heritage. Featuring close-up shots of cycling Lycra, flexing muscles and motivational voice-over, the viewer is initially led to believe they are about to watch an elite cyclist embarking on an epic challenge. The serious tone is then interrupted by Sykes’ well-known Northern accept and the viewer then realises they are actually witnessing an average, middle-aged man on a mission to transport her up a steep hill n a Tuk Tuk in time for last orders, so that she can enjoy a pint of Boddingtons bitter.

Aina Fuller, UK marketing manager, Boddingtons, said: “Boddingtons is a nationally treasured brand, known for its legendary ads, which is why we are so excited to launch a brand new campaign today. It’s been fantastic to reunite the old dream team of Mel, Danny and Boddingtons. We wanted to create something that captures the old magic each team member naturally brings, with the cheeky humour that Boddingtons is known for and loved for. We are thrilled with the end result.”

Boddingtons is currently brewed in AB Inbev’s Magor, South Wales brewery. The brand is now 200 years old and is exported to 20 countries. It is brewed to 3.5% abv so it also forms part of the company’s portfolio of low and no-alcohol beers, which, as part of the brewer’s Global Smart Drinking Goals, will make up 20% of its global volumes by 2025.

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