DCH is behind an integrated marketing campaign for Fuller’s London Pride, which will run in the build up to the RBS Rugby Six Nations tournament, which began this weekend.
The campaign builds on the Henry V battle cry ‘Once more into the breach dear friends’ ad, previously developed by DCH. The press, launching this weekend, builds on in-pub point of sale, which appeared in mid January. The press consists of full page and strip ads running in national press, including: the Times, the Guardian, the Independent, the Daily Telegraph, City AM and Sports Magazine.
The creative features stormy skies as the background, with an imposing shot of rugby goal posts towering above a pint of London Pride. The quote ‘once more into the breach dear friends once more’ appears as the headline in a Shakespearean font, evoking the battle element of the competition, to contrast with bold capitals to evoke the urgency and impact of the rallying cry. The endline reads: ‘Whatever you do, take Pride,’ rallying support for English rugby.
The campaign targets English men, encouraging them to rally behind the England team and drink Fuller’s London Pride. The brand is building on its positioning as quintessentially English, and the ad defines it as the only drink to have in hand whilst watching the tournament.
David Spencer, brand marketing manager at Fuller’s, said: “This is a strong, simple campaign which ties in perfectly with the other major sports events advertising Fuller’s is running. DCH have done a great job building momentum at grass roots leading up to the tournament.”
Andrew Hawkins, managing director at DCH, added: “It was a challenge to capture the emotion and excitement around England competing in the Six Nations, but we think the creative draws on both English heritage, and the heritage of the original advert.”
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