John Smith's creates responsible drinking campaign around Grand National
John Smith's is launching a marketing campaign urging consumers to drink responsibly at the Grand National, which will include its first-ever TV ad to air at Aintree.
The campaign marks the first time the Heineken-owned brand has run responsible drinking messages around the event in the history of its eight year sponsorship.
The Grand National begins on April 12 and ends on April 14.
The campaign will run in Liverpool and at the Aintree racecourse from tomorrow (12 April), and will be live for the next three days.
It feeds into the brand’s heavyweight outdoor campaign to promote its title sponsorship of the Grand National for the second year running.
The campaign, created by Aesop, operates under John Smith's "No nonsense" messaging. Outdoor ads use different phrases including, "Get home straight" and "too much makes the going soft", ending with the strapline, "Drink responsibly".
The push also marks the first TV ad from John Smith's focused specifically on the Grand National. It shows a race-goer having a comical "tick tack" conversation with a bookie, before his friend steps to mime the universal actions for going to the bar.
The ad will air on screens at the racecourse and on YouTube.
Heineken said it is committed to promoting the responsible consumption of its products, stating that the campaign messaging is not due to any Government requirements.
The brewer said it actively and voluntarily promotes a message of responsible drinking through other sports sponsorship programmes such as the rugby Heineken Cup and Uefa Champions League football.
This article was first published on marketingmagazine.co.uk
- Digital Strategist The Little Black Book Agency £40000 - £50000 per annum, Manchester
- Senior Account Director Source £55000 - £60000 per annum, London
- Account Director - Senior Account Director Source £55000 - £60000 per annum, London
- Project Manager Source £45000 - £55000 per annum, London
- Shopper Marketing and Sales Promotion Account Handlers Source £30000 - £45000 per annum, London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- Samsung strikes placement deal with The Wanted
- ITV and Channel 4 insist they will beat declining ad market
Pinterest takes big step towards working with major brands
It marks Pinterest’s first step towards associating images directly with brands and could be the beginning of a change on the social network that sees it become a marketplace as well as a site where people pin ideas of things they like or that inspire them.