Boddingtons reunites with Melanie Sykes at the Publican Awards

By Nikkie Sutton

- Last updated on GMT

Guest: Melanie Sykes came along to the Publican Awards
Guest: Melanie Sykes came along to the Publican Awards

Related tags: Advertising, Brand

AB InBev has announced the return of an iconic brand partnership by reuniting Boddingstons and TV presenter Melanie Sykes two decades after the first airing of the much-loved adverts.

The original advert saw Sykes delivering a pint of the straw-coloured golden English bitter to a thirsty athlete in the desert.

AB InBev will launch a new digital marketing, social media, PR and video campaign this summer.

Committed to long-term success

The brewing giant's marketing director for the UK and Ireland Nick Robinson outlined the importance of Boddingtons to the business’s repertoire.

He said: “Boddingtons is a key part of our core portfolio and retains an extensive fan base among beer drinkers across the UK and beyond.

“We are committed to its long-term success, which is why we are reprising one of our most memorable and successful brand partnerships.

“Sykes and Boddingtons have always been the perfect match and we are delighted to be bringing them back together.”

Held a lot of nostalgia

Melanie Sykes

Sykes dubbed her association with Boddingtons as something she was fond of and said she enjoyed shooting the commercials with the brand.

She said: “It is just over 20 years since I appeared in the first ad and it was a truly life changing time."

The TV presenter posted her excitement on her Instagram page while at the Publican Awards.

“It marked the end of a successful modelling career and introduced me into the world of TV presenting.

“I am very proud of the adverts and I know they hold a lot of nostalgia not just for me but for many people.”

Related topics: Lager, Ale & Stout, Beer

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