The Bombardier brand had created a distinctively English tone with its campaign fronted by Rik Mayall. Following Rik’s untimely passing (a unique marketing case study in dealing with something tragically unexpected), Phil refreshed the proposition, strategy and range. Bob Mortimer was introduced as the new Bombardier, securing more pubs and supermarkets stocking the brand both domestically and internationally.

This new approach tapped into proud patriotic fervour, creating true brand love, increasing sales and delivering a game-changing impact in the highly competitive ale sector. Bang on!