Crabbie's replaces 1950s-style ads with 'Refreshingly Adventurous' campaign

Crabbie’s, the alcoholic ginger beer, has ditched its 1950s-themed ads in favour of a campaign using up-and-coming artists.

Crabbie's: brand unveiled new direction
Crabbie's: brand unveiled new direction

In an effort to "take the brand in a new direction", the new creative sees four artists tasked with creating concepts that bring to life the brand’s new positioning, ‘Refreshingly Adventurous’.

The four artists are Hungry Sandwich Club, a design, illustration and animation duo based in Leeds, Andy Smith an East Suffolk artist, Anthony Zinonos, a collage illustrator from South Africa and Matthew the Horse, an illustrator, graphic artist, poet and educator.

The resulting designs, which all use the Crabbie’s bottle, will run as a series of ads on billboards and digital outdoor. Radio ads featuring a competition and social media also form part of the wider drive.

Prior to this campaign, the Halewood International-owned brand’s ads were themed around a 1950’s couple and used the strapline, ‘Refreshing ginger beer, only for grown-ups’.

Claire Kelly, marketing controller at Halewood International, said the campaign aimed to "communicate to a different audience" and get consumers to "spend more time with the Crabbie’s brand".

Crabbie’s Alcoholic Ginger Beer is available in four different variants; Original, Scottish Raspberry, Strawberry & Lime and Citrus Twist.

Last month the brand’s ‘Crabbie’s Time’ app allowed users to win presents and prizes throughout December.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).