Artists create new campaign for Crabbie’s Alcoholic Ginger Beer


crabbies advertising

A new campaign for Crabbie’s Alcoholic Ginger Beer variants takes the brand in a new direction, working with up-and-coming artists to develop concepts that are “Refreshingly Adventurous”.

The campaign stretches across radio, outdoor, PR, social media and trade press, with imagery that features the Crabbie’s bottle in different guises.

The four artists are Hungry Sandwich Club, a design, illustration and animation duo based in Leeds, Andy Smith an east Suffolk artist, Anthony Zinonos, a collage illustrator from South Africa, and Matthew the Horse, an illustrator, graphic artist, poet and educator.

The new creative is being showcased across smart screens, digital tube panels, outdoor 48- and 96-sheets and city-centre screens. A new app, called Crabbie’s Time, has also been launched, offering consumer promotions.

A radio campaign began last month, with three 40-second versions voiced by Sean Keaveney, the BBC Radio 6 Music DJ. It featured a competition asking consumers to send in their “refreshingly adventurous” plans for Christmas with the chance to win a “dream adventure”.

Claire Kelly, marketing controller at brand owner Halewood International, said: “The Crabbie’s range provides consumers with an exciting mix of flavours and tastes, and we wanted to communicate to a different audience through our new creative.

“This campaign not only inspires, but it also excites and entertains consumers, engaging with them in more adventurous ways consequently spending more time with the Crabbie’s brand.

“Our aim was to create brand advocacy. Crabbie’s are not only famous for producing ‘Refreshingly Adventurous’ drinks, but for communicating to consumers through new innovative adventurous ways.”

Crabbie’s Alcoholic Ginger Beer is available in four different variants, including Original, Scottish Raspberry, Strawberry & Lime and the new Citrus Twist.

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