NEWS: Lowes to launch Whitbread ale

Lowe Howard-Spink has picked up the launch advertising for the Whitbread Beer Company’s new ale, Fuggles.

Lowe Howard-Spink has picked up the launch advertising for the Whitbread

Beer Company’s new ale, Fuggles.

Fuggles is a premium ale that will be sold both in bottles with a

‘widget’ and as a pub ale.

Lowes has collaborated with Whitbread on the development of the brand

over the last year. The agency’s first work launches this week in a

national and consumer press campaign.

The six black-and-white executions will position Fuggles as a ‘brand-new

old-fashioned beer’. The campaign seeks to pastiche the current trend of

highlighting the heritage of beers.

One ad, entitled ‘Tom Higgins - the master brewer’, reads: ‘Once in a

while Old Tom turns up at the brewery and has a walk around. Obviously

completely lost as he’s never worked here in his life.’

Another ad reads: ‘Visit the monks of Fuggle Abbey. See the waxworks in

an old shed at the back of the brewery and imagine what life would have

been like if there were monks and an abbey.’

The ads, which break on Friday in titles such as the Sunday Times and

GQ, were created by the Lowes copywriter, Gethin Stout, and art directed

by Simon Butler. They target discerning male drinkers.

Whitbread is increasingly relying on Lowes for new product development

support. It follows an increase in the number of consumers who switch

brand depending on their mood and the venue - a trend that has forced

manufacturers to launch a range of brand extensions.

Last September, Whitbread introduced a super-strength lager called

Tungsten to take on the likes of Carlsberg Special Brew and Tennent’s

Super. The lager’s new product development and advertising was handled

by Bass’s other roster agency, Bartle Bogle Hegarty (Campaign, 8

September 1995).

Fuggles was first brewed in 1994 as a limited-edition cask ale.

Whitbread predicts the brand will boost the non-returnable bottled ale

sector by 5 per cent by the year 2000.

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