AB InBev has reunited Boddingtons and Melanie Sykes 20 years on from the first airing of ads featuring the two together.
It was one of the beer’s most memorable ad campaigns, with one of the ads seeing the British presenter delivering a pint of the straw-golden English bitter to a thirsty athlete in the desert. Reprising the relationship in support of its flagship bitter, AB InBev will launch a new digital marketing, social media and PR campaign this summer. The campaign, including brand new video content, will capture the essence of the original advertising with a contemporary twist for today’s audiences.
Nick Robinson, AB InBev marketing director, UK and Ireland, said: “Boddingtons is a key part of our core portfolio, and retains an extensive fan-base amongst beer drinkers across the UK and beyond. We are committed to its long-term success, both in-store and on-trade, which is why we’re reprising one of our most memorable and successful brand partnerships. Melanie and Boddingtons have always been the perfect match and we’re delighted to be bringing them back together!”