Bold commercial moves Greene King IPA into lager territory

Greene King is targeting its top-selling ale, IPA, firmly at the lager market with its

first commercial in four years plus a

£2m spend.

Created by the director behind iconic beer adverts for brands including Guinness and Carling, the latest execution signals a bolder, more contemporary approach as the brewer looks to open the market up to a younger audience.

Breaking across regional strands of ITV and Channel 4 from 20 August, the ad is set in a pub, where a stand-up comic is running out of material and starts insulting the crowd in an attempt to get a laugh.

When a "quietly confident, self-assured" IPA drinker becomes the butt of the jokes, he upstages the comic by revealing that he is a comedy talent scout.

Fiona Hope, Greene King Brewing Company marketing director, said: "As the most popular cask-ale brand in the UK, we have a strong leadership role to play in stimulating and building the cask-ale market as a whole. Our new ad campaign brings a fresh personality to the Greene King IPA brand, building on its position in the market as a quality, session beer that appeals to drinkers who value superior quality and great taste."

The TV ads will also be supported by a print and outdoor campaign, which will go live during this year's Rugby World Cup, with the aim of building the brand's position as the official beer of England rugby.

Visit www.morningadvertiser.co.uk to see the advert.