Greene King To Run £2m Rwc Ad Campaign

Beer brand Greene King IPA is running a £2m TV-led advertising campaign during
the Rugby World Cup to promote its association as the official beer of the
England rugby team. 

The 11-week long campaign, which will run with the slogan ‘the pint with
nothing to prove’, will comprise digital and terrestrial TV, outdoor and print
advertising.

The campaign is the first TV advertising that Greene King IPA has rolled out
in 4 years.

A 40-second version of the ad will air during England matches on Sky Pub TV
from 4th August, followed by a 30-second version launched across terrestrial TV
from 20th August.

A print and outdoor campaign will go live once this year’s Rugby World Cup
tournament has begun.

The high impact campaign is designed to promote Greene King IPA ale as the
beer of choice for men who know their own tastes, and can identify with the
quality and authenticity of the beer above products which try too hard.

The new TV ads, created by advertising agency MCBD, contrasts two main
characters in an amusing, quirky scene shot at a London pub.

The scene follows a desperate comedian misjudging his audience and hurling
insults at members of the crowd in a bid to get a cheap laugh. The quietly
confident, self-assured Greene King IPA drinker becomes the butt of his jokes,
but upstages him by revealing that he is, in fact, a comedy talent scout.