Whitbread is launching an interactive campaign for Boddingtons to
coincide with a summer of televised World Cup football, which threatens
to turn many of its drinkers into couch potatoes.
Bartle Bogle Hegarty has produced the tactical campaign, which consists
of a series of light-hearted practical suggestions on how to cope with
the duties and distractions that may get in the way of the football
fans’ marathon TV sessions.
Each ad in the campaign - which will run in national newspapers and
supplements until the middle of July - provides an essential item to
ensure dedicated fans don’t have to miss a kick.
The six ads, complete with cutting out and folding instructions, include
a ’seat reserver’ for use when queuing at the bar, a ’hands off’ fridge
sticker to guard the beer supply and a paper plane to ’fly’ a drinks
order to the bar.
There is also a postcard for keeping up correspondence with friends and
family, a Boddingtons order form to attach to a dog’s collar and a
yellow rose carrying an apology to cut out and send to a neglected
girlfriend.
The copywriter, Roger Beckett, and his art director, Andrew Smart,
produced the ads which extend the so-called ’posters in the press’
strategic media plan devised by Motive Communications.
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