Posters spearhead new McEwan’s campaign
October 11, 2010 by Lyndon
Residents of Aberdeen will begin to see billboard and bus shelter posters appear around the city bearing the creative of McEwan’s ale as the brand’s parent company looks to reintegrate the alcohol brand into Scottish culture. As part of a larger campaign, Jygsaw Brands is using posters to re-establish its ale brand within the local cultures of Scotland. McEwan’s creative, developed by agency Clarity, will run across a Scotland-wide TV campaign on Channel 4 and 5 as well as STV and the campaign will give support to trade and retailers with press and trade activity.
However, it is the billboard and 6 sheet posters that are at bus shelters that will really serve to push the marketing campaign, entitled ‘Aye’ into the local communities and put the brand into the fabric of everyday life. Brands looking for a similar connection and engagement with the local community should look to use companies who offer poster printing in Aberdeen as outdoor advertising can be very effective at reaching large numbers of consumers as they go about their everyday lives.
The billboard posters will also run across major cities Glasgow, Edinburgh, Dundee and Inverness and the bus shelter 6 sheet poster campaign will extend the coverage into smaller areas running across the whole of Scotland. The marketing director of Jygsaw Brands, John Edwards, has said that it is hoped that the campaign will identify the McEwan’s brand with Scotland and appeal to existing consumers but also bring the brand to a new set of consumers with the heavy TV and outdoor advertising investment.