Bombardier Launches Explosive Ale Campaign

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Brewer Wells & Young’s has unveiled Rik Mayall as the star of a new £4 million marketing campaign for its Bombardier ale brand. The campaign, which runs during May and June, centres on a TV ad in which the former Young Ones star plays the role of The Bombardier in a historic battle scene.

Commenting on the campaign, marketing director Chris Lewis said: "Marketing in the ale category needs a shake-up. Creating The Bombardier, and bringing Rik Mayall in to play him, is our way of adding some flair and humour."

The campaign, constructed by Karmarama, also includes longer-form video content for digital platforms such as YouTube and Facebook. Its strap-line is Bombardier – Bang On! In terms of non-media activation, there will be in-pub and in-store promotion as well as a high-profile PR campaign which is being co-ordinated by agency Kaper.