For Scottish Courage the overriding challenge for it's John Smiths's brand is to achieve dominance of the ale sector. The role of the advertising was to develop further the "No Nonsense" proposition - which had already been successfully introduced in previous campaigns. The premise of "No Nonsense" was to strike a chord with the audience and make ale drinkers feel more comfortable about drinking John Smith's. TBWA London developed a creative idea involving comedian Peter Kay in various humorous situations. Find out more...

The objective for 2002 communications was to create a sense of brand ubiquity (maintaining high awareness, increasing spontaneous brand awareness and consideration), make the brand more attractive to younger male drinkers without alienating older drinkers, and strengthen the consumer franchise overall. A requirement was also to make the brand more attractive to the trade to help secure broader distribution.