Jygsaw marketing director dicusses new McEwan's TV campaign
Having this week released the first McEwan’s advert in almost two years, John Edwards, marketing director of Jygsaw Brands discusses his plans for the reinvigoration of the alcohol brand.
When was the last time McEwans advertised on TV?
Whilst we re-ran the famous black and white advert with the Singing Cavalier to celebrate St Andrew’s Day in 2008, it’s been many years since a new TV advertising campaign has been launched for the brand, so this campaign represents a significant up-weight of investment in McEwan’s.
Why has it taken so long to return?
McEwan’s has always been a well loved brand in Scotland so sales have remained strong. When Jygsaw Brands Ltd took over the sales and marketing in 2008 we wanted ensure that the whole proposition was as relevant and motivating for beer drinkers of today as it has been since 1856. This review resulted in a refreshed brand identity with new packaging in the off-trade and a complete re-fount programme in the on-trade, both representing significant investment in the brand proposition. The new TV campaign in the next stage in the McEwan's brand journey.
Why now?
Having invested in refreshing the brand identity, which gives the brand a clear and strong presence in bars, pubs and off-licences across Scotland, we now feel the time is right to invest in the next stage of consumer engagement with a new advertising campaign.
What does 'Aye!' aim to achieve?
The campaign idea acknowledges the everyday role that brand plays in the everyday lives of Scots and that the McEwan’s brand is as much a part of Scots heritage as the language and through this resonate with drinkers across Scotland.
McEwan's was once a heritage brand - do you feel that Tennent's has overtaken it at the moment?
McEwan’s is still very much a Heritage brand because of its strong history and association with Scotland. It’s is almost a part of the Scottish psyche and this new campaign aims to reinforce its heritage.
Can McEwans ever extend beyond Scotland?
Yes it does. McEwans Export is the No 1 premium canned ale in the UK.
What about digital?
As part of the campaign we have a refeshed web-site mcewans.co.uk, and as the campaign evolves will engage more with our drinkers directly with the development of our digital proposition.
Is social media relevant to the brand's target audience?
Yes, in today's multi-media world all means of engaging with consumers is relevant to the McEwan's community.
Will there be an on-trade push?
We’ve distributed free kits to pubs stocking McEwan’s that include branded pint glasses, bar runners, drip mats and posters to make sure there’s plenty of branding in trade to support the campaign and there’s also a limited edition Price Marked Pack of McEwan’s Export for the take home market throughout October.
Should we expect to see more marketing from McEwan's in the near future?
Yes, McEwan's is a great and iconic Scottish brand and this campaign is part of a long-term commitment to investing in the McEwan’s brand which we started in 2008.