Tetley has launched a co-ordinated programme of trade and consumer activity to tie in with its sponsorship of this year's Six Nations rugby championship.
In-pub activities include a Tetley's branded T-shirt offer in return for tokens collected with every pint of Tetley's, while four-pint jugs will be available in participating outlets. The drive also includes a 'match minute token' where customers can win a T-shirt if the first try scored in a match is the same on the token received with a pint.
'Our target market is rugby fans as we've found that they are more likely to be Tetley drinkers,' said Tetley Bitter sponsorship manager Gareth Roberts. 'We've also created unique awards that customers can't purchase anywhere else.'
Tetley head of marketing and take home sales Doug Clydesdale added: 'The scheme ensures the integration of the Tetley's brand with rugby in the minds of our target audience.'
The campaign also runs on the company's website, www.smoothlydoesit.co.uk.
A range of fan-based initiatives includes the opportunity to obtain an inflatable Martin Johnson by downloading an application form.
The inflatable version can be seen in stores along with full size window posters, leaflets and header cards.