Bass Brewers is spending 10m on a relaunch of its Worthington ale brand as it fights rival bitter brands John Smith and Tetley.
The brewer has ordered a new creative direction for its Worthington Best Bitter brand, removing its advertising account from Bates Dorland and handing it to roster agency WCRS.
Bass intends to ditch the “You don’t have to fridge it with a Worthington’s widget” work which ran earlier this year. Instead, WCRS will work on a new branding campaign which is expected to go on air before Christmas.
The new ads will coincide with what Bass describes as a “re-energisation” of the brand. The firm is putting 10m into above and below-the-line marketing for a relaunch of the bitter. The bulk of the spend is expected to go on advertising, but major changes, such as a can redesign are under consideration, says a spokeswoman for Bass.
Although Worthington is gaining share, it still lags behind Tetley Bitter.