Rainey Kelly Campbell Roalfe has strengthened its presence on the
Scottish Courage roster by scooping the advertising account for the new
Beamish Red brand.
It carried off the prize after a pitching session against Young and
Rubicam, McCann-Erickson Scotland and one other shop.
The appointment of Rainey Kelly to the account puts the future of the
main Beamish business, currently at Y&R, in question.
Scottish Courage is launching Beamish Red with a pounds 1 million
campaign to compete head-on with Bass’s successful Caffrey’s brand.
The new product, which launched in Ireland in May, is smoother and less
bitter than the original Beamish stout.
It is the first new product from Scottish Courage since the company was
formed through the sale of Courage to Scottish and Newcastle last year.
Promotional material for Beamish Red has centred on the line ‘take it as
Red’, but it is not known whether Rainey Kelly will stick with this
Media will be channelled through the Media Centre.