Carlsberg-Tetley is making its first foray into the premium ale sector
with a new brand, Calder’s Cream Ale, set to be launched through a
pounds 4 million TV push created by Saatchi and Saatchi.
The campaign, which will break this autumn, marks the third Carlsberg
Tetley new product launch awarded to Saatchis in the past six months.
The agency already handles Carlsberg’s flagship Castlemaine XXXX, as
well as Tetley bitter, Arrol’s and Lemonhead.
Calder’s - Carlsberg’s biggest product launch since Castlemaine XXXX 12
years ago - will be attacking aÿ20sector dominated by high-spending brands
including Guinness, the Guinness-owned Kilkenny and Bass Brewers’
Unlike existing brands, Calder’s Cream Ale will have a Scottish
heritage, centred on Alloa, where the beer will be brewed.
Adam Crozier, Saatchis’ joint chief executive, would not reveal details
of the brand’s creative positioning, but said: ‘It’s great to have such
a strong product concept to work with and a client who wants to buy
exciting work -what more could we ask for?’
Before the TV ads break, Calder’s will receive below-the-line support
based on the theme: ‘Not what you expect but everything you want.’
Tom Wright, Carlsberg-Tetley’s research and development director, said:
‘The current Irish ales are just the tip of the hybrid ale iceberg.’
An initial advertising burst will air in the London, Central and
Scotland TV regions, with national TV support planned for spring 1997.