Interbrew UK has put Graham the Boddingtons cow out to graze with the launch of a new TV advertising campaign for its flagship ale brand.
More than two-and-a-half years after Graham the Cow replaced TV presenter Melanie Sykes as the face of Boddingtons, Interbrew has unveiled a new approach as part of a £10m media spend for Boddingtons during 2002.
"Boddingtons is always looking to make new innovative campaigns and while Graham the Cow was extremely popular and successful for the brand, we thought it was time to refresh our strategy with two very different styles of adverts," said Dee Clayton, senior brand manager for Boddingtons.
The latest "It's a bit gorgeous" campaign, targeted at a slightly older male audience aged 24-35 years old, updates the role reversal concepts where the females gain the upper hand.
In the first advert, "Pillow Talk", the woman persuades her partner to pretend he is a barman serving her a chilled Boddingtons before drinking the "pint" and leaving the co-star frustrated.
The leading lady of "Screen Kiss", the second advert, finds her co-star so repulsive that she has to imagine he is a pint of Boddingtons in order to kiss him.
Richard Evans, marketing director at Interbrew UK, said: "This is a sophisticated campaign which underlines the brand's key attributes in a humorous way. Boddingtons is famous for the quality of its advertising - this campaign continues the tradition of creative excellence while also maintaining a contemporary edge for the brand."