Boddingtons is limbering up for its sponsorship of the Commonwealth Games with a six-week TV advertising burst. The beer is brewed in Manchester where the games will take place from July 25 to August 4 and the brand has category exclusivity throughout the event. Branding will also appear on all the bars at the venues. To make sure the beer is front of mind throughout the summer Interbrew is running the It's a bit gorgeous' TV campaign from this week. The initiative will be backed in the off-trade by an instant reward deal offering branded T-shirts based on the campaign. It is also introducing Boddingtons Commonwealth Ale for the on-trade. Interbrew is supporting the brand this year with a £14m package which includes £10m on media. {{DRINKS }}

Topics