Product category:
Integrated marketing
News Release from: BD-NTWK
Edited by the Marketingservicestalk Editorial
Team on 05 June 2007
Campaign serves up ultimate Leffe beer
experience
Award-winning below the line agency BD-NTWK is serving up a month-long nationwide campaign on behalf of In-Bev that promises the public the ultimate Leffe beer-drinking experience.
BD-NTWK has created the mobile Leffe Lounge, complete with a bar that offers a choice of Leffe Blonde and Leffe Brune on tap, served in the traditional trademark chalice glass The Leffe Lounge will help increase public awareness and affinity with the speciality beer brand as well as communicate its brewing heritage and the brand's traditional values
This article was originally published on Marketingservicestalk on 4 May 2007 at 8.00am (UK)
Related stories
Coke and Nintendo link up to promote Wii
Coca-Cola GB and Nintendo UK have joined forces to deliver a huge nationwide Wii promotion that promises to be the coolest of the summer, offering the chance to win fantastic gaming prizes.
BD-NTWK opens experiential strand
Below-the-line agency BD-NTWK is launching an experiential division headed by ex-Ministry of Sound supremo Ian Bushell, which aims to be a global market leader within three years.
The Leffe Lounge will appear at Channel 4 supported Taste Festivals, billed as "the most important restaurant, food and drink events in the UK", around the country throughout the summer; the River Cottage and Gordon Ramsey's The F Word will be filmed at each of the Taste Festivals.
The Taste Festival is a unique combination of five food and drink festivals and with an almost unlimited choice will bring punters sumptuous foods prepared by world famous chefs from the best restaurants in the country.
Darren Smith, BD-NTWK associate director, said: "It's true to say actions speak louder than words; by putting a perfectly poured glass of draught Leffe into the hands of consumers and creating a relaxing and convivial setting where it can be enjoyed, we hope to communicate to them the pleasure of experiencing Leffe as it is traditionally drunk".
The specially designed Leffe branded wooden furniture and bar bring a sense of modernity to an authentic style reminiscent of the home of the family of beers which are brewed in Leuven, Belgium.
Diane Cheung, senior brand manager for Speciality Beers: Leffe and Hoegaarden, commented: "BD-NTWK demonstrated a thorough understanding of the brand and developed an idea that not only challenged the original brief but also the category as a whole - they really went the extra mile in delivering the concept that exports the heritage, tradition and authenticity of the brand to British consumers.
"Speciality Beers are brewed in their own country of origin, standing out from other beers through their authentic brewing heritage, special ingredients and unique brewing methods.
"Their distinct appearance and character, new flavours and aromas, are enjoyed by wine and beer drinkers alike - that's hard to get into words but powerful when put in a glass; we are sure it will go down perfectly with consumers as an experience to be repeated".
The initiative forms part of a Speciality Beer brand drive by In-Bev to build and strengthen its portfolio approach.
• BD-NTWK: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
