Greene King, the Bury St Edmonds brewer, has appointed Cowan Kemsley
Taylor to handle the pounds 1 million launch advertising for its new
beer, Wexford Irish Cream Ale.
CKT won the business after a four-way pitch against Delaney Fletcher
Bozell, which until now has handled the advertising for Greene King’s
entire portfolio of brands, Mellors Reay and one other major agency.
Sources said Greene King kicked off a pitch after being disappointed by
proposals offered by Delaney Fletcher. The agency continues to handle
advertising for brands such as Abbot Ale and Greene King IPA.
Wexford is expected to launch this September with a pounds 1 million
regionally-upweighted poster campaign.
Simon Jamieson, Greene King’s marketing director, said: ‘We appointed
CKT because of its distinctive and powerful creative work.’
Paul Cowan, the CKT managing partner, said: ‘It is difficult to find a
new way to approach Irish beer but we have done it.’
Media planning and buying will be through 20/20 Media, which handles the
rest of Greene King’s media.
Wexford will be positioned directly against other hybrid beers such as
Bass’s Caffrey’s Irish ale, the Guinness-owned Kilkenny and Carlsberg-
Tetley’s new brand, Calder’s Cream Ale.
Greene King launched Wexford in January.