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' The Drink of England '

Client: Wells & Young's
Brand: Bombardier Ale

The challenge
A sales growth target of 10% in both the on and off trade

Audience insight
Bombardier’s claim to ‘Englishness’ was shared by several other beers in its sector. Research unveiled the target audience had a surprisingly low emotional connection with the brand so we needed to create a stronger, more impactful identity to differentiate it from other cask ales

We created a new brand identity for Bombardier based around ‘positive Englishness,’ positioning Bombardier as the beer that celebrates the finest ambassadors of ‘Englishness’ past and present, in an inclusive and welcoming way. We researched positive aspects of ‘Englishness’ cherished by cask ale drinkers, from Dickens to Dell Boy, Cornish pasties to cups of tea. Sets of these national treasures were interwoven to produce eccentric, eye-catching executions that triggered national pride and acted as a wry reminder to drinkers they were part of the best club in the world – the English beer drinkers. As the campaign developed and the target audience became aware of it, a more visual interpretation of the idea was unveiled.

The campaign was integrated through TV (Al Murray’s Happy Hour sponsorship idents), posters, transvision sites, press, digital, POS and merchandise. The creative idea was also flexed to suit key calendar hooks, for example, St Georges Day, or the 6 Nations Rugby.

Results
Bombardier became the fastest growing premium ale, with distribution up by over 20% - a significant ROI against a modest media spend. Bombardier also had its highest ever St George’s Day sales in 2009, and again in 2010.

One more thing
The team went out to celebrate the success of the campaign by drinking every single sku of Bombardier (all three of them).

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