Wells & Young's £4m ale campaign
Brewer Wells & Young's (W&Y) has unveiled its biggest ever spend for its three core ale brands as part of a bid to boost the cask beer market in 2009.
Separate advertising campaigns — comprising a combined investment of £4m — have been planned for the brewer's Bombardier, Young's and Courage brands.
"Wells & Young's is demonstrating huge support for its beers, the cask-beer category and the trade with this £4m campaign," said marketing director Chris Lewis.
"Wells & Young's is investing more than any of its competitors to make sure that cask beer remains at the forefront of consumers' minds.
"In the coming weeks, we will be launching national advertising campaigns for Bombardier, Young's and Courage, which will last for four months."
Plans for Wells Bombardier have already been revealed in the form of a £1m advertising campaign, which will be launched in time for St George's Day celebrations in April, marking the continuation of the beer's 15-year positioning as the "Drink of England".
"This is the longest campaign ever for Bombardier, and really cements Bombardier as the Drink of England," said Lewis.
The three adverts for Bombardier feature English icons ranging from Queen Victoria, Les Dawson, pork pies, the Red Arrows and the white cliffs of Dover.
"We are 100% committed to investing in our brands to drive sales, grow the caskbeer category and support licensees, and with this huge marketing support for a brand that is continuing to out-perform the market, Bombardier is a 'must-stock' for all good cask-beer pubs," he said.
Advertising for both Young's and Courage will be more regional and will be concentrated mainly in the south of England. Of the remaining £3m, £1m will be invested in Young's while £2m is being put behind Courage, which is being given a brand new campaign.
"At a time when our industry is facing extraordinary external pressures, we are continuing to back our brands with extensive campaigns to drive sales, which in turn benefit our customers in the on and off-trade," said Lewis.
