Peter Kay stars in Channel 4 show Phoenix Nights. ScotCo Powerbrands director John Botia said Kay "is at a similar stage in his career to Jack Dee when Dee was the face of John Smith's", from 1992 to 1994.
The first of three TV ads, by TBWA/London, will constitute John Smith's first direct association with football. 'Ball skills' shows a group of men playing 'keep-ups', where they control the ball using their feet, knees and heads without letting it touch the ground.
When Kay gets it, however, he belts it so hard it clears the pitch and lands in a neighbouring garden. The ad closes with a shot of Kay celebrating with a can of John Smith's instead of the traditional half-time oranges.
A more risque ad, to be screened in cinemas and possibly as a viral e-mail, has Kay regaling friends at dinner with his recent explanation to his four-year-old daughter about how babies are made.
The brewer also plans to raise awareness of the brand by installing the UK's first illuminated bar pumps, to be trialled in up to 80 bars in Yorkshire from June. Light will emanate from behind the pump clip and around the top of the handle, creating a glow from the bank of handpulls, traditionally the darkest part of a pub. A new cooling system will also guarantee that each pint is served at 10deg C.
Botia said the brewer was hoping to lure existing beer drinkers aged 25- to 49-years-old to switch to John Smith's, rather than targeting 18- to-24 year olds. John Smith's leads the ale market, with 18.5% share, ahead of Tetley with 11.3%. It grew by 0.3% year-on-year despite a decline of 7% in the ale market.
Botia said John Smith's wants to develop its links with sport further, in the irreverent style borne out in the 'ball skills' ad. The brewer is still deciding whether to renew its sponsorship of talkSPORT's breakfast show, but is not planning any other sponsorships this year.
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