JOHN SMITH’S REVEALS BRAND REPOSITIONING WITH NEW CAMPAIGN ‘Only ordinary by name'

9th June 2015

John Smith’s will showcase its refreshed branding with a new TV advert and strapline, ‘only ordinary by name’ this weekend (16 May.)

 

As a name seemingly synonymous with the ordinary, the campaign reminds us that John Smith’s is an exceptional beer that belies its run-of-the-mill moniker. The campaign celebrates other special men, with the first advert focussed on Keith Beasley; a grounded, well-known and loved farmer, with an extraordinary talent for training his cows to perform synchronised gymnastic floor dance routines.

 

The new above-the-line creative will be supported digitally with two teasers for the advert released on Facebook in the run up to the first airing, followed by a further two extended pieces that will be available exclusively online at the new John Smith’s website.  

 

With a focus on driving new interest in the Classic Ale segment, John Smith’s has also introduced a new look to its Extra Smooth and Original Ales to complement the ATL campaign. Across the off-trade, the new packaging will be seen on all multi-packs of John Smith’s, whilst in the on trade a refreshed T-bar lens and conical shaped glassware with bold graphics and typography is now available.

 

Ifeoma Dozie, Mainstream Beer Brand Director at HEINEKEN said: “John Smith’s is an institution in the beer world and loved by millions of consumers. It’s only right that we bring this fantastic beer up to date with its own refreshed identity and the ‘only ordinary by name’ campaign really achieves this. The fully integrated strategy has been designed to build on an evolving brand story that places the consumer at the heart, whilst reinventing John Smith’s for today’s market, but ensuring we do not dismiss our heritage and brewing credentials.”

 

The new TV advert can be viewed here: https://www.youtube.com/watch?v=gPafQfokx84.

For further press information, please contact:

Heineken team at Publicasity on 020 3680 6500 / heineken@publicasity.co.uk