Wells Bombardier Bang On

Published: 26th May 2011
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Wells Bombardier, the flagship beer of Bedford brewers, Wells and Young’s, is injecting £4 million into a new marketing campaign featuring comedy legend, Rik Mayall playing Bombardier William Charles Bedford.

The Bombardier is brought to life in a new character that personifies the ‘English, ever reliable and damn tasty’ beer, alongside a brand new strapline, ‘Bombardier – Bang On!’

Central to the campaign is a new TV advert that sees Rik Mayall, playing The Bombardier at the Battle of Waterloo in 1815 where he is leading the English against Napoleon’s Army. The advert will debut on Tuesday 17 May and run for six weeks.

The campaign is Wells & Young’s biggest ever investment into the beer and one of the biggest ever for a British-brewed beer. It also spans social media, with new YouTube, Facebook and Twitter channels featuring exclusive online-only films.

Chris Lewis, marketing director, Wells & Young’s, said:"The Bombardier is a dashing hero, revered by his men and loved by the ladies. He’s the epitome of great character and taste – just like our beer.

"And naming our hero after Bombardier’s birthplace of Bedford, will help to put the town of the map of the home of great beer. We have brewed in Bedford for over 100 years so this advert is a nod to our heritage and pride for the town."

The campaign is the biggest investment to date in the brand by owner Wells & Young's, and introduces the strapline 'Bombardier - Bang On!'.

Mayall's character, William Charles Bedford, is a Bombardier in the King's Royal Bedfordshires, and is portrayed by a TV ad as a 'dashing hero' leading the English in a historical battle.

The six-week TV activity is complemented by social media content on YouTube, Facebook and Twitter, and in-pub and in-store activation.

Chris Lewis, marketing director at Wells & Young’s, said: "Marketing in the ale category needs a creative shake up. There are too many woolly jumpers and cosy corners that patronise our drinkers.

"Creating The Bombardier, and bringing in Rik Mayall to play him, is our way of adding some much needed creative flair and humour to ale advertising.

"The Bombardier is a dashing hero, revered by his men and loved by everyone who meets him. He's the epitome of great character and taste and just like our beer, it's Bang On for our target market."

The campaign was created by Karmarama with PR by Kaper and media planning and buying handled by ZenithOptimedia.

Wells Bombardier uses only the most flavoursome part of the ripest, hand sampled English 'Challenger¯ and Golding'¯ hops to guarantee a delicious sultana fruit taste and a wonderful, spicy aroma. Bang On

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