Canterbury Jack
I have not tried this beer, but was drawn to make comment on it by an advertisement on the back of a recent CAMRA publication. Who is this beer marketed at?
Taking the ad at face value it could be assumed that it is being marketed as a chav beer. Two old geezers dressed up in very chav hoodie get up with two (chav) dogs that would not be out of place on any estate. So by placing this ad on the back of a CAMRA publication which is 'very' middle class are they inadvertently saying 'drink this beer and you can be a chav too?' Sounds very appealing to my middle class sensibilities - NOT
I really just don't get it. To further make the beer appear to be more chav like (my observations over the last few years have noted that cheap lager and cider are the beverages of choice for chavs), they describe the beer as "Lighter in Alcohol and colour, with a dry citrus flavour. It's ale that's like well wicked, innit". They could be describing cheap lager (like Fosters Citrus Twist).
Why don't they just advertise how the beer tastes: "Shepherd Neame - common as muck"
Taking the ad at face value it could be assumed that it is being marketed as a chav beer. Two old geezers dressed up in very chav hoodie get up with two (chav) dogs that would not be out of place on any estate. So by placing this ad on the back of a CAMRA publication which is 'very' middle class are they inadvertently saying 'drink this beer and you can be a chav too?' Sounds very appealing to my middle class sensibilities - NOT
I really just don't get it. To further make the beer appear to be more chav like (my observations over the last few years have noted that cheap lager and cider are the beverages of choice for chavs), they describe the beer as "Lighter in Alcohol and colour, with a dry citrus flavour. It's ale that's like well wicked, innit". They could be describing cheap lager (like Fosters Citrus Twist).
Why don't they just advertise how the beer tastes: "Shepherd Neame - common as muck"
Labels: CAMRA, Shepherds Neame
posted by Tim at
Wednesday, May 27, 2009
5 Comments:
I think it's more to do with targeting the younger market. Shep's have a history of questionable "edgy" advertising campaigns, although getting the Spitfire adverts banned from the tube generated a lot of publicity for them.
Had Canterbury Jack at the New Flying Horse, Wye recently. Not a bad session beer IMO, although a little bland.
Targeting a younger market is fine - but why put this ad in a publication aimed at existing, mainly older CAMRA members?
Where's me washboard?
Definitely an Arthur Atkinson vibe to that photo,
This ad has been around for several months and the agency responsible should be ashamed; least of all because the yoof in it is dressed mid-90s East 17.
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