Fuller’s is beating the January blues with a new print and outdoor campaign created by advertising agency The Corner. The London-based brewer’s ‘January Ale’ ads launch January 8, and play on the January sales offered by most retailers, blocking out the ‘S’ in sale with a bottle of London Pride beer.
The campaign imitates iconic sale posters from Selfridges, Harrods and John Lewis and will feature in Metro, the London Evening Standard and Timeout, and on the outdoor billboard site at the Fuller’s brewery in Chiswick.
Jane Jones, Head of Marketing at Fuller’s, said: “January is normally a quieter month for most alcohol brands, so we have to be even more creative at this time of year. The aim here was to create a campaign that would cut through the noise and make people smile versus the deluge of January sales ads they tend to see.”
Neil Simpson, founding partner at The Corner said: “The Selfridges, Harrods and John Lewis ads have become standout in their own right – everyone knows the Selfridges yellow and the Harrods tag line. We’ve played on this in a way that lets Fuller’s join the January sales conversation in a relevant and humorous way.”