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Wells Bombardier English Premium Bitter nationally launches a 'really rather English' advertising campaign
1st Mar 2003
Wells Bombardier English Premium Bitter, brewed by Charles Wells Ltd of Bedford, today unveils a series of new ‘Really Rather English' advertising which will be launched into both trade and consumer media from March 1st.
The advertising schedule for these creatives will include a weekly national presence, throughout the whole year, both within national newspapers and their weekend glossy supplements.Wells Bombardier English Premium Bitter has positioned itself as The Patron Pint of England through highly successful and award winning above and below the line campaigns calling for St George’s day to become a national bank holiday. Previously the beer only advertised around St George’s Day and key English sporting events.
This advertising simplistically centred around the use of the St George’s Cross, complete with Wells Bombardier branding and a humorous strap line evoking a strong English emotional attachment with the beer.
Strap lines such as ‘Once More Unto The Office Dear Friends’ and ‘St George’s Day - Make a Knight of it’ were used as bespoke St George’s Day advertising. Alongside these Wells Bombardier ran unique advertising for key English sporting events such as ‘ Landlord to Serve (quiet please).’ for advertising around Wimbledon and ‘Enjoyed by The Tudors and The Stewarts (And Butchers).’when England won a test match against Australia last summer.
The new advertising launching nationally at the beginning of March 2002 has again been created by Team Saatchi, following a brief from Guy Shreeves, Marketing Manager at Charles Wells brewery. The brief called for advertising which celebrated all things English and to also encapsulate what makes us proud to be English.
The executions draw heavily on enticing the ‘viewer’ with an appetising pint of Wells Bombardier. Team Saatchi use a beautifully photographed pint of Wells Bombardier as the focal point for the creative. However, this is with a twist.
Each creative (there are currently six in the series) has a quintessentially English icon on top of the pint, such as a gnome, a dunking biscuit, a pie lid, a jam jar lid or the pint is being held in the stereotypically English manner of ones little finger pointing out and finally the last creative, especially for St George's day, illustrates the armoured hand of St George holding a pint.
Each creative has an individual humorous strap line which celebrates the quirkiness of our vocabulary for our national language such as ‘Spiffingly English', ‘ Frightfully English’, ‘Terribly English’, ‘Jolly English’, ‘Really Rather English', and ‘By George Lets Celebrate’.
Marketing Manager, Guy Shreeves for Charles Wells Brewery comments that,
“Wells Bombardier Bitter is enjoying a tremendously successful time, our previous advertising has been exceptionally well received and opened many doors to major national listings within pub groups and multiple retailers. We are confident that the new ‘Really Rather English’ series will take the brand to an even higher level of awareness and of course further increase sales.
Currently we are enjoying a growth of over 30%* in the on trade against a market that is declining at -5% year on year. In the off trade sector Wells Bombardier is the fastest growing premium bottled ale, enjoying a growth of 225%* year on year.”
FOR FURTHER INFORMATION PLEASE CALL
SARAH McGHIE ON 01234 279216
* = Charles Wells ex-factory sales.
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