Wells & Young’s has launched a £4m marketing campaign for its flagship Bombardier beer brand.
The Bedford-based brewing company charged Karmarama to create the campaign, which features Rik Mayall as The Bombardier and new strapline ‘Bombardier – Bang On!’
The TV ad will run for six weeks, while the campaign also spans social media, with new YouTube, Facebook and Twitter channels, longer form video content for the web, heavyweight PR investment and in-pub and in-store activation.
Wells & Young’s marketing director Chris Lewis explained: “The Bombardier is a dashing hero, revered by his men and loved by everyone who meets him. He’s the epitome of great character and taste and just like our beer, it’s Bang On for our target market.”
He continued: “Marketing in the ale category needs a creative shake up. There are too many woolly jumpers and cosy corners that patronise our drinkers. Creating The Bombardier, and bringing in Rik Mayall to play him, is our way of adding some much needed creative flair and humour to ale advertising.”
PR was by Kaper and media planning and buying through Zenith Optimedia.