Scottish Courage Brands has appointed Renegade to provide support
for a major promotion which coincides with the 1998 World Cup.
Involving four of the brewers leading brands, McEwan’s Export, McEwan’s
Lager, John Smith’s Bitter and Newcastle Brown, the promotion will
feature 20,000 talking cans, placed in supermarkets and off-licences,
which will alert consumers to prizes.
The campaign to support the promotion, which is thought to carry a
six-figure budget, will target football fans aged between 18 and 34.
The promotion is capitalising on the World Cup event by drawing its
inspiration from the 1970 Brazil World Cup team, arguably the greatest
football team ever, and prizes include 11 trips to Rio.