Caledonia Best, official beer of Scottish Rugby, has appointed Edinburgh agency Guy & Co to develop an integrated marketing campaign to run throughout the 2016 RBS 6 Nations Championship and beyond.
The ale brand, part of the Tennent’s stable, launches the campaign with outdoor, press and digital advertising alongside on-trade promotional activity for the crucial first home fixture of Scotland vs. England on the 6th February.
Managing Director David Guy said: “Our ‘Caledonia at its Best’ campaign is an expression of what sits at the heart of the Caledonia Best and Scottish Rugby brands – Scottish authenticity, provenance and pride. It will showcase a beer that’s been carefully brewed to be loved by the Scottish palette.
It also demonstrates why the brand is so committed to Scottish Rugby, the team, its customers and drinkers, who want to watch, experience and taste Caledonia at its best.”
Guy & Co led development of the new campaign, collaborating with Tennent’s other agencies Republic of Media, Material and Wire Media. On-trade activation will include rate of Sale kits in hundreds of outlets across Scotland, experiential activity distributing branded merchandise and sampling, as well as a promotion to watch the Scottish Rugby team at home and away, including a VIP trip to watch the national team in Japan, meeting the players and coaching team.
J.P. Murphy, Head of Brand Marketing at Tennent Caledonian Breweries, commented: “We were impressed with Guy & Co’s insight and their understanding of the opportunities we need to take advantage of to grow the Caledonia Best brand.They have already proved themselves a willing and highly creative part of our multi-agency team and we hope to be at the forefront of consumers’ minds with significantly increased interest in the 6 Nations resulting from Scotland’s great showing at the 2015 Rugby World Cup.”