Greene King: man deserves a proper pint

Greene King has unveiled its £1m ad campaign for IPA with the tagline: "Man Deserves a Proper Pint".

The tongue-in-cheek campaign focuses on how men feel they deserve a treat for carrying out "heroic" tasks such as trapping spiders and cleaning up dog mess.

The ads, which are due to run for five months, depict the brand's "proper" beer credentials with its natural ingredients and heritage.

The campaign is to run across national newspapers and men's lifestyle magazines, to be seen by 14m people.

An additional campaign will support the England rugby team during autumn internationals at Twickenham.

Dom South, marketing director for Greene King Brewing Company, said "The new campaign focuses on modern man and the high regard in which he views his efforts around the house.

"It's an amusing take on how even the smallest of mundane tasks can take on Olympic proportions.

"The eye-catching imagery is intended to provoke a self-knowing chuckle among men, but should also cause wry amusement among women, who will no doubt recognise the tendency among men to 'big up' the contribution to household chores.

"The Man Deserves a Proper Pint campaign will act as a rallying call for drinkers to head to the pub to enjoy the ultimate proper pint - Greene King IPA of course."

It follows Greene King's launch of a £1.5m ad campaign extolling the virtues of "proper pubs".