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Mediacom has done a deal with CPA Media to put Ikea-branded

beermats in Scottish pubs.

The ambient push will run for two weeks, with one million beermats being

placed in Glasgow alone.

Beermats have been distributed through 1,000 venues within the Glasgow

store's catchment area. The mats are being placed in pubs within two

hours' drive of the store. Drinkers will see 'in your face' straplines

such as "I bet you fight like a girl", "My mum could have you", "Callum,

Rab, Stevie: girls' names" branded on the mats. When they flip over to

the other side, the strapline: "Glasgow's gone soft" is revealed with

the Ikea logo, created by St.Luke's.

Carl Pickford, managing director of CPA Media said: "Advertisers are

realising how effective beer mats are. Unlike postcards in pubs, bars

and clubs - people do not have to make any effort to get the message on

a beer mat - you cannot avoid them as they are there in front of

you."

He added: "In the UK we live in a huge pub culture and people spend both

their business and leisure time in pubs and bars, giving more

opportunity for novelty beer mats with strong, humorous creative to make

an impact."