UK: Interbrew launches Leffe push

Most popular

just-drinks interview - Monkey 47

Consumers need help in making healthier choices

Pernod is buying Malfy for the flavour - comment

Wine in 2021 - just-drinks predicts

Can 'community commerce' solve DTC woes?


Interbrew UK has launched a new advertising campaign for Leffe. The push is backed by extensive sampling, the company said yesterday (21 April).

The press advertising builds on the "Savour Life. Savour Leffe" campaign, which was launched last autumn. Two new executions will appear from this month and will run in newspapers including The Financial Times and magazines including GQ, Q, Elle, Esquire, Olive, Delicious, Wallpaper, Conde Nast Traveller, ES Magazine and Observer Magazine. The campaign targets quality conscious 30- to 40-year-olds

Featuring a picture of two half-empty Leffe glasses, the ads chart the subjects covered during a conversation. Alongside one of the glasses reads: "Talked knowingly about classical music. Architecture. Country Walks." Alongside the other glass it says: "Decided never to lie about interests on dating form again…"

The summer campaign also includes a link-up with men's magazine, Esquire, which will feature up-and-coming artists and entrepreneurs talking about their special "savoured moments".

Running until the end of the year, the Savoured Moments column starts in the May issue (available this month) with a profile of ex-City businessman Oliver Bonneyfoy, the man behind Tonic, a revolution in men's grooming.

To build on the awareness generated by the press activity, Interbrew UK is also introducing Leffe to new drinkers with an extensive summer sampling campaign targeting consumers in a range of locations across the UK - from arthouse cinema-goers and first class rail passengers on Eurostar and Virgin trains, to targeting business travelers at airports.

Sampling will take place in 'The Leffe Lounge'. The branded stand-alone area will be furnished with soft brown leather armchairs and will be manned by staff who are able to answer questions about the brand and category.

In a statement, Phil Rumbol, marketing director at Interbrew UK, said: "This year will be a key time for speciality beers as sales momentum builds - spearheaded by the development of the 'power' brands such as Leffe, which we believe is well placed to drive sales growth."

Sectors: Beer & cider

Companies: Anheuser-Busch InBev

Related Content

Corporate Social Responsibility – Part I: The UK

Corporate Social Responsibility – Part I: The UK...

UK: C&C Group pumps US$10m into Tennent's

UK: C&C Group pumps US$10m into Tennent's...

Focus – UK: GSK lines up drinks launches, ups Lucozade spend

Focus – UK: GSK lines up drinks launches, ups Lucozade spend...

UK: S&N pulls Bulmers Pear on draught

UK: S&N pulls Bulmers Pear on draught...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..

Forgot your password?