The marketer plans to support the ale with a print and outdoor campaign to run initially in six to 12 markets, with a wider rollout to follow in May, said William C. Wetmore, commercial manager for Scottish & Newcastle.
INFUSED WITH HUMOR
The ads feature vintage photographs of residents of the U.K.'s Newcastle and incorporate a British sense of humor by using lines such as "A taste as rare as British dentists."
"We want to demonstrate the history of the brand and communicate its Britishness with British-style humor," Mr. Wetmore said.
Butler, Shine & Stern, Sausalito, Calif., handles the brand; initial spending is estimated at just below $1 million.
Out-of-home media include outdoor, bus shelters and bus posters. The marketer will run print ads in urban nightlife/
lifestyle publications and may run ads in national magazines next year, Mr. Wetmore said.
The brand has been yielding successful results with only minimal backing. It