McEwan’s aim to re-establish brand with poster campaign
September 30, 2010 by Gareth
McEwan’s, the well loved range of beer famously brewed in Edinburgh, is to raise its profile across Scotland with a multi pronged advertising campaign called ‘Aye!’ that will depend upon poster companies in Glasgow, Dundee, Aberdeen and Inverness. The push on outdoor advertising will run from 11 October for two weeks, and will be accompanied by a TV advertising campaign that will run across Channel 5, Channel 4 and STV in Scotland from 4 October for two months.
Jygsaw Brands, who is responsible for the advertising push, will incorporate 62 billboards across several Scottish cities, and will use poster printing to enhance the brand across the whole of Scotland.
John Edwards, MD of Jygsaw, commented:
“McEwan’s has a rich Scottish heritage and is a brand loved by Scots. We are investing heavily in the new marketing campaign that clearly identifies the brand with its Scottish heartland,
“The ‘Aye!’ campaign will appeal to those who have enjoyed McEwan’s for many years and will also help to attract a new generation of consumers,
“We’re excited to bring a new McEwan’s campaign to television after so many years and feel we have a strong, simple and effective message that will engage the hearts of minds of Scots across the land.”
Graeme Hendry, the director of Clarity, the agency who is responsible for creating the campaign, expressed his delight at being involved with a well loved Scottish brand, and expects it to “reignite the brand in a contemporary, engaging way.”