Following its success in a
nonetheless slightly declining market, and currently
seen as the standard setter in its segment, Martin’s Pale Ale
is being positioned in a new way with a brand new communication campaign devised by the Adopt agency. Being a real English ale with the most distinguished
hop-laden overtones does not make Martin’s Pale
Ale any less the product of legendary Belgian craftsmanship.
This dual nationality has
naturally given rise to the brand’s latest claim: ‘The Finest of England, brewed in Belgium’. The advertising visuals show us the traditional values of the English Establishment
being indulgently given a certain "Belgian touch”. Two initial themes, displayed in a 2m2
poster campaign in all Belgian stations as
well as in the Metro daily newspaper, will launch a
communication campaign which will be extended to the catering
and hospitality sector and to large outlets as the year progresses.
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