BRANDS NEWS

VIC AND BOB LINK UP WITH FOSTER’S

Lager brand Foster’s is joining forces with Vic Reeves and Bob Mortimer in a new online series, launching on July 4.

The legendary comedy duo join the growing Foster’s comedy portfolio which now includes the Foster’s Edinburgh Comedy Awards, the 2011 British Comedy Awards, Original Comedy programming on Channel 4 and live stand-up shows in Highlight comedy club venues (Foster’s Comedy Live). It also recently announced a programme of stand-up comedy in pubs and clubs, running until October (Foster’s Funny Live ).

Vic and Bob are set to hit computer screens this month with a new series of original sketches that will air on weekdays from July 4 - 29 exclusively on the Foster’s comedy website (www.fostersfunny.co.uk).

Speaking about the collaboration, Vic Reeves said: “As well as producing a very refreshing lager, Foster’s has given us the freedom to let our imaginations run wild and present to you, via the internet, some exclusive characters and sketches.”

The tie up with Vic and Bob follows last year’s premiere of Alan Partridge’s ‘Mid Morning Matters’ on Foster’s Funny which has attracted over 3 million hits.

Gayle Harrison, Marketing Manager - Foster’s at Heineken UK said: ‘We are genuinely excited by the prospect of a collaboration between Foster’s and the unique comic phenomenon that has made Vic Reeves and Bob Mortimer two of Britain’s most admired comedy actors over the last two decades. The new partnership will enhance Foster’s reputation as a facilitator of top comedy and we know our core brand audience will enjoy seeing Vic and Bob unearth more precious ‘comedy gold’ moments in the new series.”

• Visit: www.fostersfunny.co.uk

STELLA ARTOIS BLACK UNVEILS NEW EXPERIENTIAL THEATRE PROJECT

The Black Diamond is Stella Artois Black’s latest immersive theatre experience, building on last year’s event, The Night Chauffeur

The Black Diamond is a mix of online experiences and real-life cinema in locations across London. Running from 3 - 21 July, thousands of invitees will take part in an individual experience as part of a classic 1960s film noir come to life. The story will develop simultaneously online to give an interactive perspective for the audience - whether they’ve attended the experience or not.

James Watson, Marketing Director Stella Artois Western Europe said: “Since launching in 2010, Stella Artois Black has had a positive halo effect, proving to be a welcome addition to the brand family. With The Black Diamond, we’re creating a truly unique experience that will give our consumers the chance to step behind the Stella Artois Black brand and become a part of something amazing. It promises to be an experience rich with taste and refinement reflecting the distinguishing attributes of Stella Artois Black.”

Stella Artois Black (4.9% alc. Vol) is a blond Belgian premium pils.

• Visit: www.ab-inbev.com




WKD SCORES A BULLSEYE WITH DARTS SPONSORSHIP

RTD and cider brand WKD is to be the Professional Darts Corporation’s (PDC) Official Drink for three key tournaments in 2011. WKD will maximise its associations through innovative promotions and in-outlet activities.

The three-event deal will see WKD feature prominently at the World Matchplay in July in Blackpool, the Grand Slam of Darts in Wolverhampton in November and the World Darts Championships starting in December in London.

The three tournaments run across 38 days in total and will be screened live on Sky Sports. Darts fans will be able to enjoy WKD and WKD Core through sampling activity and onsite promotions at all three events.

To leverage the darts partnership and bring the activity to life across the UK, WKD will run darts-themed activities in selected on-trade outlets.

Debs Carter, marketing director for Beverage Brands, owner of WKD, says: “Having forged a highly successful link with the PDC last year, it’s great to expand our involvement and see WKD step up on the oche with a really comprehensive programme of sponsorship and in-outlet support. “

• Visit: www.beverage-brands.co.uk

• Tel: 01452 378 500

BUDWEISER IS NEW FA CUP LEAD PARTNER

The Football Association has announced a three-year agreement with Budweiser, which sees the lager brand become the Lead Partner of The FA Cup, now to be known as The FA Cup with Budweiser.

Budweiser has been the Official Beer of the FIFA World Cup(tm) for the last 25 years.

Budweiser has dedicated a portion of sponsorship funding to working with The FA to develop a bespoke programme promoting responsible drinking to football fans. Budweiser is also partnering with the FA on a community initiative that will provide essential equipment to teams in the early rounds of the competition.

Alex Horne, FA General Secretary, said: “We are extremely pleased to have secured an iconic brand such as Budweiser to be the Lead Partner of The FA Cup. Like The FA Cup, Budweiser has a proud heritage and a long history of being involved in football. Furthermore, given the global reach of this sponsorship, we will see The FA Cup promoted around the world like never before which is great for the fans and the players. The FA Cup is already a much-loved competition around the world and we look forward to building on that passion with Budweiser.”

Jason Warner, Global Vice President, Budweiser, said: “Budweiser is proud and excited to sponsor the world’s oldest and most famous domestic cup competition. We’re looking forward to sharing our passion for the beautiful game, bringing The FA Cup closer to fans around the world through an exciting programme of activity. For example, in an FA Cup first, Budweiser will give football fans the opportunity to vote for the official ‘Man of the Match’, a role usually reserved for the broadcast commentating team.”

• email: budwesier@mischiefpr.com

HONEY DEW TARGETS LAGER LOVERS

Fuller’s Organic Honey Dew has announced a new multi-media advertising campaign which breaks with billboards across London.

As well as the poster sites, Honey Dew’s summer campaign will include social media activity through a new Facebook page and direct sampling to consumers at summer events such as ‘Kew Summer Swing’ at Kew Gardens in July.

David Spencer, Brands Marketing Manager for Fuller’s, said: “Honey Dew’s success to date has been down to the simple fact that it is a great tasting beer. Our marketing for the last couple of years has focussed on making sure our potential customers get a sense of that taste straight away.

“Sometimes brands can make things a little too complicated but we’ve found, in Honey Dew’s case, simply putting the beer out there to be seen and tasted has had a terrific effect. This new campaign, while talking directly to lager drinkers to let them know there’s something more flavoursome out there, continues that work with another stunning image of the beer in its beautiful glass.”

• Tel: 020 8996 2048/2175

CASK ORDERS BEER PROGRAMME

Heineken UK has launched Cask Orders, a monthly selection of regional and seasonal cask-conditioned ales.

Sourced from over 20 local and national UK brewers there are 42 cask ale brands available until August. The scheme’s changing monthly offering is underpinned by 17 ‘National and Regional Champions’, which will be permanently available through Cask Orders throughout the year.

• A new eye-catching hand pump clip is being introduced to house changeable guest ale badges and prominently displayed Cyclops tasting notes which engage and inform drinkers at point of purchase.

Licensees participating in the scheme - which is open to all Heineken UK independent free trade customers - can also take advantage of promotional offers which include free staff garments and glassware, golf merchandise and the chance to win a trip for two aboard the famous Flying Scotsman locomotive, courtesy of Caledonian Brewery.

BOMBARDIER - BANG ON!

Bedford brewery Wells & Young’s recently launched a new £4 million marketing campaign for its flagship Bombardier beer brand.

The campaign stars Rik Mayall as The Bombardier, a new character that personifies the ‘English, ever reliable and damn tasty’ beer, alongside a brand new strapline, ‘Bombardier - Bang On!’

The integrated campaign is Wells & Young’s biggest ever investment into the brand and spans social media, with new YouTube, Facebook and Twitter channels, longer form video content for the web and PR investment.

“The Bombardier is a dashing hero, revered by his men and loved by everyone who meets him. He’s the epitome of great character and taste and just like our beer, it’s Bang On for our target market.” said Chris Lewis, Marketing Director, Wells & Young’s.

“Marketing in the ale category needs a creative shake up. There are too many woolly jumpers and cosy corners that patronise our drinkers. Creating The Bombardier, and bringing in Rik Mayall to play him, is our way of adding some much needed creative flair and humour to ale advertising,” he said.

FULLER’S UNVEILS 118-YEAR OLD BEER

London’s brewer Fuller’s has delved into its brewing heritage to produce a second beer in its the Past Masters range of historic ales.

Past Masters Double Stout has been brewed by Fuller’s master brewers to a recipe found in the brewbook from August 4, 1893 - just a year after the now world-famous Griffin Brewery name was first trademarked and when Fuller, Smith & Turner was just 48 years old.

As with the first Past Masters beer, XX Strong Ale, the Double Stout recipe contains a revived malt variety, Plumage Archer, which had disappeared from brewers books for many years. Fuller’s brewers have worked closely with their maltsters, Simpsons, to recreate the ingredients and processes used by their forefathers as closely as possible.

Fuller’s Head Brewer, John Keeling, said of his new, old beer; “Past Masters Double Stout is a rich, dark brown creamy ale, which balances a rich, fruity aroma with smoky, bittersweet chocolate notes.

“It is 7.4% ABV and, like the XX Strong Ale we made last year, will change character over time - quite how much in another 118 years we’re not sure!

“I’ve really enjoyed looking back at my predecessors’ work to see how we can bring the recipes to life. We’re already thinking about the next brew, but as there’s a stack of brewbooks to search who knows what year the next one will be from.”

• Visit: www.fullers.co.uk

• Tel: 020 8996 2000