Melanie Sykes and Boddingtons reunite after 20 years

AB InBev has announced the return of one of its best-loved brand partnerships, by reuniting Boddingtons and Melanie Sykes 20 years on from the first-airing of the iconic adverts.

Sykes: by ‘eck she’s back

It was one of the beer’s most memorable ad campaigns, with one of the ads seeing the British presenter delivering a pint of the straw-golden English bitter to a thirsty athlete in the desert. Reprising the relationship in support of its flagship bitter, AB InBev will launch a new digital marketing, social media and PR campaign this summer. The campaign, including brand new video content, will capture the essence of the original advertising with a contemporary twist for today’s audiences.

Currently brewed in Magor, South Wales, Boddingtons is a golden, full-bodied and malty bitter, renowned for its moreish taste and smooth, creamy finish. It has been enjoyed by beer drinkers in England for more than 200 years, and is now exported to 20 countries worldwide, including the US, Brazil and Japan.

Nick Robinson, AB InBev marketing director, UK and Ireland, commented: “Boddingtons is a key part of our core portfolio, and retains an extensive fan-base amongst beer drinkers across the UK and beyond. We are committed to its long-term success, both in-store and on-trade, which is why we’re reprising one of our most memorable and successful brand partnerships. Melanie and Boddingtons have always been the perfect match and we’re delighted to be bringing them back together!”

Melanie Sykes said: “I’m incredibly fond of my association with Boddingtons Bitter. I really enjoyed shooting both my commercials for them. It is just over twenty years since I appeared in the first ad and it was a truly life changing time. It marked the end of a successful modelling career and introduced me into the world of TV presenting. I am very proud of the adverts and I know they hold a lot of nostalgia not just for me but for many people.”