Comedian Bob Mortimer is to be the new face of Charles Wells’ flagship beer Bombardier, the brewer has revealed.
Mortimer will take on the role of Bombardier Bedford in an advertising campaign timed to coincide with St George’s Day, on 23 April.
The role was previously played by Rik Mayall, before his sudden death last June. The campaign will be spearheaded by a 30-second advert in which Mortimer leads his troops into battle somewhere “hot and a tad dangerous”.
It will be screened for the first time on St George’s Day, and will be supported through social media. PoS kits featuring the beer’s new-look branding will be available to the on-trade.
Phil Toms, director of brands at Charles Wells, said: “Bob Mortimer enters the fray as Bombardier Bedford following the sad loss of his predecessor and makes an instant impression.
“I’m thrilled that, in Bob, we have one of the country’s most original comedy talents bringing his own unique comedy to the character. We believe he’ll have a great connection with licensees and drinkers as he leads the charge for a quality pint of Bombardier.”
Having been made a permanent fixture last year, 4.7% ABV golden ale Bombardier Burning Gold will feature heavily within the campaign. Also given prominence is the 4.1% ABV Bombardier Glorious English.
Bombardier has one of the largest social media followings of any beer in the UK, with more than 135,000 followers.
Charles Wells has used the brand to actively encourage more people to celebrate St George’s Day for a number of years.
