Brief
Scottish Courage has unveiled a 10m relaunch of its McEwan’s Lager, spearheaded by a television and poster campaign through CDP and directed by Simon Cellan-Jones (whose past successes include Cracker and Our Friends in the North).The campaign, which follows the lifestyles of six friends and carries the strapline ‘McEwan’s. It’s What We Stand For’, will have a spend of 1m in March and April and will be part of the biggest marketing campaign for McEwan’s in more than ten years. Other activity includes newly-designed packaging from Coley Porter Bell and a reformulation to improve the lager’s taste and its head.
