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John Smith Heineken Drum News

John Smith’s Extra Smooth unveils new ad to promote its No Nonsense credentials


By Ishbel Macleod | PR and social media consultant

November 20, 2013 | 2 min read

John Smith’s Extra Smooth has unveiled a new press and radio campaign which is set to run until the end of 2014.

The regional campaign was created by Space, with media planning and buying through MediaVest, and will run via 20 regional newspapers and radio stations from this month.

Gayle Harrison, brand director of beer at Heineken, said: “The new campaign will bring fresh impetus and grow brand saliency for John Smith’s, reaching more than two million of the brand’s primary target consumers across the North of England over the next year. Creative executions will be inspired during that time by the three credentials that underpin John Smith’s Extra Smooth: the brand’s superb smoothness and product quality, its No Nonsense attitude and its long-term association with top racing.”

“The print campaign creative heroes the smooth, creamy John Smith’s Extra Smooth pint, delivered with a slice of No Nonsense attitude which we think will really resonate with John Smith’s target consumers,” Sean Kelly, group account director at Space, added. “Combined with racing advertorials and radio, this provides an overall campaign which we hope will keep John Smith’s front of mind throughout 2014.”

John Smith’s has previously been the sponsor of the Grand National.

John Smith Heineken Drum News

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Space is an independent creative company for brands ambitious to go beyond convention.

We help challenge the accepted category and communications thinking that can limit growth and efficiency.

We do this through unlearning techniques that uncover the difference in a brand, and original ways to express it.

Unconstrained by conventional channel-led thinking, we find the right creative and communications solution whether advertising, branded content, social media, influencer, PR, brand experience or shopper, and we're able to join some or all of these together.

We believe this leads to more imaginative thinking, a more seamless experience of a brand, and helps a business to be more streamlined and better equipped to meet the marketing challenges of today.

Our 40-strong, London-based team is currently helping ambitious brands such as Glenfiddich, Monkey Shoulder, Hendrick’s, Haagen-Dazs, Nature Valley, Wimbledon, Polestar, Tropicana, Walker’s and Birra Moretti become more relevant, more distinctive and more memorable to more people; both domestically and internationally.

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MediaVest is an advertising agency for media selection services. MediaVest is a division of Starcom Mediavest Group.

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