Bartle Bogle Hegarty has carried off the pounds 3 million advertising
account for the Whitbread premium bottled lager, Rolling Rock, with a
brief to make the brand a hip choice for younger drinkers.
The move follows the brewer’s decision to move the Rolling Rock and
Labatt’s lager brands out of Walsh Trott Chick Smith, where they have
resided since March, and into roster
agencies with proven creative track records on Whitbread brands.
As part of the switch, Lowe Howard-Spink - which already handles
prominent Whitbread brands, including Stella Artois and Heineken - nets
the pounds 3 million creative work for Labatt’s (story, p5). The brand’s
three variants are Labatt’s Blue and Labatt’s Ice, in bottles, and
Labatt’s Canadian on draught.
The reshuffle was triggered in March, when Whitbread acquired Labatt
Brewing UK and initiated a review of creative and media arrangements on
the two brands. Whitbread’s media is centralised into Motive, which has
netted an additional pounds 6 million worth of media buying and planning
for Rolling Rock and Labatt’s.
BBH’s team leader, Steve Kershaw, who has taken over responsibility for
the agency’s Whitbread business, which includes Boddingtons and
Murphy’s, said: ‘Rolling Rock has a distinctive look with its green-and-
white packaging, but it needs a personality and it needs to be targeted
at a younger audience.’
Commenting on whether Rolling Rock would clash with the fellow Whitbread
brand, Stella Artois, Kershaw added: ‘Stella already has a well-defined
brand personality; Rolling Rock has not yet defined itself as a brand.’