Y&R doubles Gilroy ale sales overnight

The ads mimic the advertising of 120 years ago, with an authentic aged effect.

"Gilroy is the only 100% natural beer," says Clinton Bridgeford, creative director of Y&R. "It is totally natural, it is unfiltered, unpasteurised, has no preservatives and is not artificially carbonated like most other locally produced beers." In fact, it is rated SA's best beer on BJ's International Beer Guide. We wanted to play on the fact that Gilroy's is brewed the traditional way, without cutting corners, as it was 120 years ago.

He says having sampled Gilroy ale at several pubs, himself and joint creative director, Rupert England decided that the brand was being ineffectively promoted, and approached Gilroy's brewer, Steve Gilroy, with a view to doing some advertising for the brand. "We went on a tour of the Gilroy brewery, and were totally awed at the processes we saw. The beer is naturally made and it was quite an experience to see such an incredible micro-brewery at work. After the tour, we created a campaign and presented it to Steve. He loved the concept, and we produced a print and point of consumption poster campaign, to be displayed at pubs that sell Gilroy Ales."

Gilroy is one of the first new clients being actively pursued by Y&R for the great creative opportunities that a brand, like Gilroy's presents. The campaign has been so well received, that most of the posters have had to be replaced at various pubs - the originals having been pilfered by the public.