The story of a no-nonsense beer brand
When down-to-earth, no-nonsense beer brand John Smith’s sponsored the Grand National, it needed to communicate its involvement to race-goers without compromising its integrity.
We translated the no-nonsense John Smith’s personality into an infectious storyline that the Aintree crowd could follow from the start post (Lime Street Station) to the finish line (the bar). Amusing interventions kept interest levels high along the journey, with cleverly worded billboards, banners and even horses’ coats reminding punters that choosing a pint of John Smith’s is as natural a part of the Grand National as filling in a betting slip. And at the end of the day, the proof was in the bar bill: 38,000 pints of John Smith’s were sold at the event.
The MoralJohn Smith’s tells it like it is.