This week Wells & Young’s launched a new marketing campaign and video for Bombardier, their flagship brand. It features Rik Mayall playing the animatedly gung-ho English hero, The Bombardier, single-handedly wooing women and beating armies and celebrating accordingly with a pint of himself.
There will be TV slots running from Tuesday as well as an integrated online campaign featuring Facebook, Twitter and Youtube, where you can get longer versions of the ad.
I think it’s brilliant, and as their Marketing Director, Chris Lewis, says: “Marketing in the ale category needs a creative shake up...” Now any other brewery or brand that’s running campaigns better start thinking harder (or search deeper into their pockets).
It’s using the byline of “English, ever reliable and damned tasty” and this fits perfectly with how the brand positions itself, yet it manages to be current and not cheesy. It’s funny, it’s memorable and it’s loaded with catchphrases which will become synonymous with Bombardier (Bang on! Huzzah! Enjoying a quick one down the Bush & Fiddle). It reminds me of the John Smith’s ‘Have It’ adverts featuring Peter Kay, which I think are the best beer adverts made, but unlike the John Smith’s adverts, the Bombardier one makes me want to drink a pint of it (and say Bang On after I take the first gulp!).
I hope there are more videos to come and I hope they can make a lot out of the online content because it’s a fun and memorable concept.
What do you think?