Beer brand London Pride is marking its 60th birthday with a new advertising campaign, rolling out throughout this month.
The activity is designed to commemorate the brand’s six decades of heritage in the alcohol category. The campaign includes print media and out-of-home ads, expected to reach more than 2.5 million adult consumers.
Tim Clay, UK managing director at brand owner Asahi, commented: “We wanted to use this milestone to launch a campaign that celebrates the timeless nature of the London Pride brand for established fans, whilst allowing new consumers to discover the exceptional quality of this most iconic of beers. Now part of the Asahi portfolio, London Pride sits within an unrivalled line-up of premium brands, and we are committed to building upon its existing strength and heritage to further unleash its potential.
“Bottled ale drinkers continue to be extremely valuable to the beer market, with the share of spend in the category currently highest amongst the older, more affluent demographic (Kantar Worldpanel 27.01.19 / IRI All Outlets 27.04.19). At Asahi UK, we’re committed to working with our customers to champion brilliant quality, every time. We are proud to be celebrating this amazing, premium beer and look forward to supporting its future growth.”