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
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.