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Wadworth 6X ale relaunches with Sellers & Rogers

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By The Drum Team, Editorial

August 18, 2009 | 2 min read

Traditional cask ale Wadworth 6X is being relaunched and promoted as 'The Thoroughly Decent Pint' by Nottingham agency Sellers & Rogers.

The theme behind the relaunch emerged after Wadworth carried out research which it says showed "a growing demand for higher standards of behaviour and decency across society in general, and where alcohol is available, in particular."

Wadworth marketing director, Paul Sullivan, said: "We are very excited by the creative campaign produced by Sellers & Rogers - it taps into real consumer insight, has campaignability and gives us clear differentiation in the sector".

Planned to appear in national press and "highbrow" publications, the first four press ads feature cartoons by Fran Orford, known for his work featured in the national broadsheets.

Point of sale display for pubs has also been produced by Sellers & Rogers, along with a website which features a quiz to determine whether the participant is 'thoroughly decent'.

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