NEWS: Whitbread hands BBH pounds 3m Rolling Rock ad task

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.

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.’



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