TBWA in front for McEwan’s lager new creative project

TBWA GGT Simons Palmer is tipped to win an estimated pounds 2 million project for Scottish Courage’s McEwan’s lager brand.

TBWA GGT Simons Palmer is tipped to win an estimated pounds 2

million project for Scottish Courage’s McEwan’s lager brand.



The brewer confirmed that a pitch between TBWA and fellow roster

agencies, CDP and Faulds, took place but claimed that no agency had been

appointed.



However, a spokesman confirmed that TBWA was the front runner.



The brewer is looking at a number of projects for the brand, which is

understood to be in decline since its market-share high of 17 per

cent.



Advertising has been minimal since CDP’s pounds 10 million relaunch

campaign in 1997. The campaign featured a gang of six drinking mates and

aimed to link the stereotypical sociableness of Scotland and the North

of England to McEwan’s, using the strap-line, ’It’s what we stand

for’.



However, last year’s spend through CDP was only pounds 1 million.



It is thought the winning agency will oversee new product launches

planned by the brewer, including a smooth beer/lager.



This could include a relaunch of the brand with a more premium

positioning.



The spokesman claimed that CDP would continue to be the agency of record

for McEwan’s and that Faulds would continue to handle McEwan’s

Export.



The ad and PR agency, Renegade, was also appointed last year to handle

promotional activity across the McEwan’s portfolio.



Meanwhile, rival brewer, Bass, is testing a low alcohol version of

Carling, to be called Carling Blue. The beer is being tested in the

North-east and if successful will be rolled out next year. Several

agencies have been invited to pitch ideas.



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