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McCann in Greene King push.(aiming IPA at young lager drinkers)(Brief Article)
Greene King is aiming to establish its IPA brand as an entry point to the real ale market for young lager drinkers with two new TV ads through McCann-Erickson.
The 30-second ads, the first of which breaks on 8 April, will run on a media schedule that focuses on the Ipswich-based brewer's heartland TV regions, Anglia and Meridian, but uses Sky Sports to attempt to reach younger, male drinkers in the UK.
"We've tried to go for lager's tone of voice," Lindsay Fenwick, the account executive on Greene King, said. "It's the tone that younger drinkers tend to respond to."
Unlike the lager-style campaigns unveiled recently by brewers such as Caffreys, the IPA campaign steers clear ...
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