By Gillian West | Social media manager

The Union



May 24, 2013 | 2 min read

To support the launch of McEwan’s Red into the trade this month the new Scottish Ale will unleash its first advert across the football final weekend, kicking off with STV’s coverage of the UEFA Champions League Final tomorrow night (Saturday 25 May) followed by the William Hill Scottish Cup Final on Sky on Sunday (26 May).

Created by Edinburgh-based The Union, who also designed both the can and multi-pack as well as launching the new website, ‘Red Carpet’ has been developed to take the viewer on two journeys promoting both in-bar and at-home drinking occasions.

The first version sees a man stepping from his home and unexpectedly onto a (CGI) red carpet. Elsewhere, other men are also being led by a red carpet to different locations, eventually they gather together to be led into a bar where the barmaid greets them with a pint of McEwan’s Red.

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“Our first campaign for McEwan’s Red communicates a brand personality that our target market will clearly identify with. It positions McEwan’s Red as aspirational and confident. The advert is positive, upbeat and modern, reflecting the new outlook for McEwan's,” remarked Peter Mooney from McEwan’s.

Two 10” executions of the ad are to be included in the campaign and will be aired on Channel 4 and Channel 5. Outdoor advertising will also feature as part of the activity with 48 sheets appearing at hand-picked Glasgow and Edinburgh sites from June, with media planning and buying handled by Zenith Optimedia.

The Union’s MD Kyle Hardie added: “McEwan’s is a great Scottish brand that’s now getting the overhaul it deserves. Red is a cracking beer, and we believe that the consumer is getting the red carpet treatment each and every time they enjoy a pint or can, and that’s what we’ve brought to life in the campaign. It’s also a much higher energy approach than the competitive set, and research has told us that this positivity will resonate. McEwan’s is back with a big Red bang.”


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