Greene King is repositioning its Old Speckled Hen ale brand with a £1.5m media campaign to appeal to younger drinkers.
The brewer will be putting up 250 posters in London's Underground for the drive, which kicks off on 3 March, as well as ads in national press, from Sunday supplements to magazines such as GQ & Viz.
The three new executions show scenes such as flatmates eating a takeaway, a trio in a Shoreditch bar and a couple having a BBQ, but painted in an 18th-century portraiture style. Using the strapline 'The not so traditional ale', they are intended to appeal to drinkers in their 30s rather than the typical older ale drinker.
"We hope this campaign will attract three million new customers to the brand, which already has 2.7 million drinkers," said brand controller Rob Flanagan. "The positioning shouldn't put off our existing older drinkers as they like the fact that the brand has a niche, quirky feel to it."