THE Caledonian Brewing Company has invested a ‘six-figure’ sum to continue its sponsorship of annual culture fest the Edinburgh Fringe.
The Unbeatable campaign will see Deuchars IPA advertised on outdoor sites and new media platforms over the coming month, with new point of sale material distributed to the on-trade.
A new website, www.caledonianbeer.com, has been launched linked to www.deuchars.com, where all Deuchars Fringe activities will be listed; Twitter and Facebook will also be used to inform Fringe-goers about what’s going on in and around the festival. The Facebook activity will invite consumers to ‘capture their unbeatable moment’ from the Fringe and upload pictures of themselves, their friends and, naturally, a pint of Deuchars, on to the brand’s website.
Consumers also have the chance to rate pints of Deuchars on www.useyourlocal.com/deuchars. The site also includes a pub finder function and details of Deuchars stockists.
(Image: The new activity aims to build on Deuchars’ successful association with the Fringe last year.)