Saatchi and Saatchi has unveiled its debut work for Carlsberg-Tetley’s
new extra-strength bottled beer, Arrol’s 80, in the first ever campaign
for the brand.
Three 48-sheet posters have appeared in Birmingham and Leeds, and a
national roll-out is planned for early next year.
The ads, which came about after the Saatchis team went on a student pub-
crawl in Birmingham, are targeted heavily at students, and male drinkers
aged between 18 and 30.
The posters were created by the art director, Keith Terry, and his
copywriter, Dave Fowle.
All three ads feature the line ‘Arrol’s been at it again’ and play on
classic student drinking jokes. One shows a denim-clad figure holding a
huge kebab. Another shows a figure sleeping off a drinking binge in a
student bedroom, surrounded by traffic cones. A third shows a horrified
woman, apparently examining her boyfriend’s shrunken penis with a
magnifying glass.
Saatchis’ account supervisor on Arrol’s, Julian Diment, said: ‘We want
to reach younger drinkers. We know that they are experimenting with more
exciting, heavier drinks like Arrol’s.’
The move follows the extension of Arrol’s from its traditional cask beer
market into the 500ml bottled beer sector. To mark Arrol’s new premium
positioning, the strength of the bottled brand has been increased to 4.7
per cent alcohol by volume.
Client of the Week, p14
