Young’s Brewery is investing £1m on an outdoor advertising campaign and relaunching its bottled range as part of a modernisation drive.
New outdoor ads for the Bitter brand break in mid-September featuring a ram-headed person with a ‘This is a Ram’s World’ catchline.
The brewer, which launched a new 660ml bottle for Young’s Bitter in June, is introducing a new bottle design to the off-trade, rolling out across Bitter, Special London Ale and Young’s Champion from October and to the rest of the portfolio in spring 2005. It features a modernised Young’s Rams head icon.
The brewery has also revamped the packaging of its honey beer Waggledance. A new 500ml bottle, which appears from October, features an embossed bee and a new label design featuring contemporary photography.
The ads have been designed to increase appeal of Young’s Bitter to a new generation of beer drinkers and create a halo effect for Young’s entire on and off-trade portfolio.
Chief executive Stephen Goodyear said he wanted Young’s Bitter to be more cutting edge and “more Michael Caine than Richard Briers’ character Tom Good from The Good Life”.
He added: “At the forefront of our strategy is a single- minded determination to see the Young’s Bitter firmly established as a nationally recognised brand across both the on and off-trades.”