Changeover: out with the old and in with the new
Fuller’s has re-branded its most famous beer, London Pride, backed a social media campaign, entitled Confessions, and a countrywide pumpclip changeover.
The social media campaign sees people come clean to their dads about secrets they’d previously kept to themselves, over a pint of London Pride.
Fuller’s chief executive, Simon Emeny, was among those on pumpclip changeover duty
Filmed in The Hand and Flower, Hammersmith, the unsuspecting dads had been told they were going to a beer tasting, but their children reveal the truth on camera — the result is a film full of touching moments. The campaign will run on London Pride’s social media platforms throughout October.
Jane Jones, Fuller’s marketing director, said: “This campaign works because it’s simple yet effective. We’ve used a simple occasion, going for a pint with dad, and put a spin on it. We wanted to show people bonding over a pint and this film captures that perfectly. The revelations and reactions we managed to capture on camera are incredible.”
As part of the rebrand, Fuller’s 186 tenanted pubs and 198 managed pubs and hotels have updated their London Pride pumpclips on their bars. On Wednesday, more than 80 people from across the business set out to do the same in Fuller’s free trade accounts. With screwdrivers and new pumpclips in hand, the fleet of people set out across the south of England to some 750 accounts.
Jane added: “Pumpclips are a vital piece of marketing. We didn’t want the re-brand to happen in small stages, so we pulled together as many volunteers as possible to change over as many pumpclips as possible in one day.
“The result has had quite an impact and you can see examples of our new pumpclips on social media, mainly Twitter and Instagram, by using #TheOriginalOriginal.”
