Campaign to Connect with Bank's Brewers
Campaign to Connect with Bank's BrewersA campaign to promote Bank’s Brewers ale has been created by Connect Group.
The new brand campaign runs across press, outdoor and point-of-sale with a focus on the product’s freshness.
Rob Hampton, Connect’s founder and managing director, explained: “Banks’s was looking for an agency that understood its roots but also had a creative edge. In the last 17 years we’ve demonstrated that we’re an honest Wolverhampton agency with buckets of creativity.”
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Comments
This is neither 'creative' or 'edgy'
When's the Banks pitch?
Since when did being 'fresh from the country' become a prerequisite for a tasty beer? I'd rather read about it being oak-aged or something else that actually makes it sound tasty and crafted, thanks.
Anon 11.48 I think it's meant to be like..ironic?
The implication presumably, being that the 'Black Country' origins give it some pedigree coming from a well regarded area for brewing beer - anyway, I agree that there must be a stronger proposition than this.
I don't think there is any irony in this ad 12:18
Rob', I'm sure you are an honest agency but that's about it looking at this offering.
I don't think 'fresh' is a word I'd associate with any kind of beer, presuming it is beer and not cider.
12.53 - you clearly know nothing about cask ale then. Cask ale is a fresh, live product, once opened a cask has to be consumed within 3 days or it goes off. Perhaps Banks's and Connect were trying to communicate this 'fresh' fact to people such as yourself. Still, don't let product facts get in the way of a good bitch...
Thanks for the advice 17:38 but going by your comment I probably know more about the subject than you. I have never heard any body ask if the beer on offer is 'fresh'.The point you make about the life of a cask ale is what we call "the bleedin' obvious".
I wasn't bitching either..look again at the imagery on show again, then look at my comments and finally..look at the first comment at the bottom of the page. I thank you.
09.49, I agree with you, it is neither creative or edgy. I don't expect to see it picking up any awards, not even a 'Fresh' award.
But have you thought that Banks's and the agency perhaps wanted to say something different about the beer? You don't associate freshness with beer - that's fine - but it is a product truth, and perhaps they felt it might resonate with their drinkers. Similar to a tactic employed by Budweiser in America who advertise 'day-fresh' beer that is bottled within 24 hours. Damn, there's that word again 'fresh'. Maybe, just maybe, they might know their market better than you - though I think that might be stating the 'bleeding obvious' again.
Well said 10:46 and thanks for not being nasty too me as I am quite fragile.. I think you've made a valied point about the 'freshness' approach, it is something a bit different.
Beer isn't the same as bitter, 10:46. That's bleeding obvious.
Never thought I'd see creatives bitching about an entirely new, dare I say it 'fresh' proposition. No, let's stick with old propositions about oak-aged, traditional brewing methods and Roger Moore. A bit safer that way.
Is it 13:44? ......IS IT?...........or is it ale?????
Are you from Connect, 15:07... ARE YOU? Ale, bitter, stout, whiskey... take your pick, you still won't sell it by saying it's fresh.
And 14:41 from Connect, it's not about fresh or old propositions, it's about correct ones.
How about "Beer you can bank on", I think that's quite nice..
Before I became a copywriter, I used to be a real ale cellarman. I worked with over 200 real ales. As a result, I can tell you quite categorically that real ale could be considered 'fresh' compared to pressurised keg beers. Real ale doesn't have to consumed within three days of being tap and spiled, as someone mentioned earlier, but you'd be hard pressed to make it last for a full week. Keg beer can easily last for a fortnight.
And no - I don't work for Connect. I just know what I'm talking about. Unlike most of the monkeys taking part in this debate.
You've missed the point, Andrew. Selling beer with the word 'fresh' in the context you've mentioned there is like selling food on the premise of it being 'in date'.
The simple question is this: is 'fresh' an appealing word to the consumer when talking about ale?
The simple answer is this: no.
Ale is a product I want to know has been lovingly nurtured by a guy who's worked at the brewery for 50 years. I want to buy a pint of heritage as a real ale drinker, not a pint of freshness. More of the Black Country and less of the country, please.
Andrew..just a minute..before you became a copywriter you were a 'Cellarman'..a Cellarman!!!! I'm an Art Director/Designer of some years and quite good at it AND guess what, I went to Art College.
I am not a monkey although I do like the odd banana and Nobby's Nuts..anyway I'm off to a tea party now so there.
Hi, 20:20. I didn't 'miss the point', I just simply gave an educated reason for why the agency might have gone down the route it did. But, hey, it's easy to lie beneath the cloak of anonymity and have a crack at other people's work, isn't it?
And, hello, 10:18. Why do you look down your nose at the role of a cellarman? I went to art college, too, as it happens. I've also been a glass collector, a barman, a CELLARMAN!!!, a trainee bar manager, a relief pub manager and a permanent pub manager. That's how I know about beer and pubs and stuff. Hope you had fun at art college.
Hi Andrew. 20:20 here. It's only easy to criticise work, anonymous or not, if it's fundamentally flawed. If you choose to believe that the agency or client produced the 'fresh' proposition as a direct challenge to pressurised keg beers (despite consumers not being party to your specialist knowledge, of course), that's up to you.
20:20, that's sounds like a pretty plausible reason doesn't it? Most people I would assume probably don't realise that Banks's Bitter is a cask ale (I must admit I thought it was a keg bitter). Cask ales to me have names like Hobgoblin or Old Speckled Hen not Banks's!
It's also a bit of a surprise to see the word fresh associated with a pint of beer and I am quite intrigued to find out more. This work is not going to win any awards but it's certainly not as bad as some are making out on here.
No, 11:02, it doesn't sound remotely plausible.
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