Wells & Young’s has lined up its biggest marketing investment behind the Bombardier beer brand in the UK.

The brewer said earlier today (13 May) that it will spend in the region of GBP4m (US$6.5m) on the push, which will focus on a television advert that will run from this month for six weeks. The ad will introduce a character called The Bombardier, played by actor Rik Mayall, as well as the strapline: 'Bombardier – Bang on!'

"Marketing in the ale category needs a creative shake up,” said Wells & Young’s marketing director, Chris Lewis. “There are too many woolly jumpers and cosy corners that patronise our drinkers. Creating The Bombardier, and bringing in Rik Mayall to play him, is our way of adding some much needed creative flair and humour to ale advertising.”

The campaign also includes social media, with YouTube, Facebook and Twitter channels, longer-form video content for the web, PR investment and in-pub activation.