S.A Brain & Co. Ltd today launches their ‘Four National Icons’ advertising campaign highlighting their Official Ale status with the Welsh Rugby Union.
The clever ‘Four National Icons’ creative features Welsh rugby legends Sam Warburton, Alun Wyn Jones and Leigh Halfpenny alongside a pint of Brains, the fourth icon.
The campaign will run across 48 sheets and bus backs in Wales. In addition four of Brains’ city centre pubs in Cardiff have been fronted with large format banners, including The City Arms which is located directly across the stadium.
To back the campaign at an in-outlet level, Brains have created kits to drive footfall over the rugby season. Over 650 kits have been sent out containing fixture posters, magic 8 posters and banners.
Brains have also utilised this key time to drive awareness of two of their biggest cask ale brands with their key consumers. Newspaper adverts for SA Gold and The Rev. James will appear in the sports section of the Telegraph and The Times respectively each weekend during November.
The SA Gold advert will run with the strapline ‘All Beers Have Heads, Only Ours Have Brains’, while The Rev. James advert focuses on the heritage and history of the brand. The Rev. James was the founder of Buckley’s Brewery which was purchased by Brains in the nineties.
Brains and Welsh rugby are indelibly linked. Their sponsorship of the WRU began in 2004 – first as shirt sponsor and more recently as official ale. During their time as shirt sponsor they were the first team to have two separate brands on the home and away shirts with the home shirt branded SA and the away shirt branded SA Gold.