Scottish & Newcastle – John Smith's People's Race (UK)
Agency name: Steam UK Ltd Client name: Scottish & Newcastle Category: Sponsorship/Joint Effort/Tie-in
BACKGROUND
John Smith's is the UK's No. 1 bitter. Key competitors are other UK bitters with national distribution including Boddingtons, Tetley's and Worthington's. The UK bitter category is in year-on-year decline: -8%
John Smith's is in its 3rdyear of sponsoring The Grand National. Awareness of the brand's association with the event has been building steadily. The event has a limited time in the public's consciousness, so historically it has been difficult...