DIARY: ICE TO ESKIMOS - TDI uses a silly cow to milk a Boddingtons promotion

TDI’s Clive Punter and Janice Fernandes had Whitbread in their sights for over two years before finally persuading the brewer that buses were the right route for a festive Boddingtons promotion.

TDI’s Clive Punter and Janice Fernandes had Whitbread in their

sights for over two years before finally persuading the brewer that

buses were the right route for a festive Boddingtons promotion.



The brewer wanted to reach its young target audience in a striking way

that mirrored its irreverent advertising. Punter and Fernandes

prescribed the new ’youth network superside’ package, plus a heavy dose

of ’megarears’.



The package, they argued, would reach young people in the trendiest

towns across the UK, while megarears created visual impact, as well as

providing a vehicle for brand spokesanimal Graham, the chilled-out

cow.



Media agency Motive was convinced - so was the client. But Fernandes

decided to go one step further. TDI supplied a branded bus from which

Graham - assisted by Whitbread’s Kathryn McNamara and Tim Dowling and

members of the ad team - dispensed beer to various media owners

throughout the Capital.



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