Industry-wide generic beer marketing campaign Let There Be Beer has been relaunched as There’s A Beer For That.
The revamped initiative – which includes a new TV ad breaking on Sunday (2 November) - aims to highlight the versatility of beer, with the slogan referring to the range of occasions the drink is suited to.
“We are evolving our campaign to focus efforts on encouraging consumers to discover the variety of beer available in the UK and how these different styles fit perfectly a wide range of occasions,” said There’s A Beer For That programme director David Cunningham.
The campaign, which was launched as Let There Be Beer in July 2013, was designed to reverse years of declining beer sales. Funded by five major brewers, it drew initial criticism for focusing too heavily on mainstream lagers and also ran into trouble when the Advertising Standards Authority banned its first TV advert for linking alcohol to social success.
The revamped push – which will continue to be funded by SAB Miller, Carlsberg, Heineken, AB InBev and Molson Coors – is being launched under the umbrella of new trade group Britain’s Beer Alliance. Designed to represent the entire beer category, the new group includes global, national and regional brewers, publicans and industry organisations such as the British Beer & Pub Association, Society of Independent Brewers and Cask Marque.
The formation of Britain’s Beer Alliance “tells consumers this is a genuine cross-industry alliance, which we know is something that motivates them”, said Society of Independent Brewers MD Mike Benner.
The campaign will centre on a new TV ad that has been directed by Michael Winterbottom, director of films including 24 Hour Party People and Steve Coogan TV series The Trip. The ad depicts “real people” across the UK drinking beer in a range of settings, while a rhyming voiceover reinforces the message there is a beer for every situation.
“The idea was simple – to film a cross-section of people around the country enjoying a beer with a meal,” said Winterbottom, who had never directed a commercial before. “I like beer and I like food, so it was hard to think of a reason not to do it.”
The ad will be supported by social media, digital, PR, retail and on-trade activity through the rest of this year and next. Three hashtags will be used to engage consumers on Twitter: #BeerForThat will be used for tweets about the campaign; #BeerMatch will allow consumers to request a beer and food pairing and receive an instant response; and #BeerClub will offer a ‘book club for beer’, hosted weekly by beer experts. There will also be a media partnership with Buzzfeed and a new consumer and industry-facing website at beerforthat.com.
“Social media is a fantastic way for us to provide on-going support to beer drinkers, new and old, who want to explore the wonderful world of Britain’s beer,” said Britain’s Beer Alliance digital and social manager Louise Doherty.