£2M Advertising Campaign for Courage
‘Take Courage, my friend’ has been announced as the new strapline for a £2million outdoor advertising campaign for the Courage beers.
Over 2,500 billboard size posters will be displayed across the Courage heartland, the south of England, from the middle of February.
The news follows major investment in the Courage portfolio of brands, which includes Courage Best and Directors, with the launch of Courage Best Smooth in the on-trade and Courage Directors in a can and bottle in the off-trade during 2008.
The campaign markets Courage as a single brand, and Chris Lewis, marketing director, explains why: “Courage beers span the community and our range of Courage beers mean that there is a beer for every person and occasion. The new adverts depict Courage as a beer for ‘every man’ and, through our consumer research, we know this will resonate with every man in the south of England.”
The three visually striking adverts show ‘our hero’ in situations where he can be seen thinking he would rather be down the pub drinking a pint of Courage.
Over 80 per cent of men in the south of England will see the Courage posters more than 30 times.
Lewis says:“Courage Best remains the number three standard cask beer in the UK, Courage Best Smooth has had hundreds of installations since its launch at the end of 2008 and Courage Directors is second fastest growing premium cask
Lewis adds: “Wells and Young’s is absolutely committed to investing in its brands to drive sales and grow the cask beer category.At a time when the 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.”
