The Challenge

As the trademarked ‘Official Sponsors of the MAMIL’ and host of several cycling Sportives around its beautiful heartland (south west England), Wadworth wanted to further optimise on this key alignment and shared community between cycling and beer. They wanted to create a digitally focused campaign to raise brand awareness and engage with the MAMIL (Middle-Aged Man in Lycra) demographic across social media.

The Brief

The campaign needed to engage the key target audience of 35-year-old+ males, with an interest in cycling and who enjoy drinking beer/ale, and make them aware of 6X and ultimately help drive sales of the beer in both on and off trade.

We recognised that Wadworth’s heartland contains a wealth of amateur road cycling clubs, many of whose members fit the brand’s desired target audience. Therefore, for our proposed campaign, we wanted to engage directly with these clubs, and look for a club, or group of individuals, that Wadworth could sponsor for a year.


Aimed straight at the beer drinking mamil

Planned, managed and executed a month long social media campaign, encouraging engagement with cyclists to support entries to the MAMIL competition.

A strategy that revealed all things mamil

This included creating, in our studio, a series of still and moving social posts, specifically aimed at Wadworth’s target MAMIL audience.

Sponsoring a new team

The campaign targeted cyclists, and club members, and asked them to tell us why Wadworth should sponsor them and their club for 2018.

The Results

Facebook Impressions
New page likes
New followers

Check back soon to see the sponsored winning team

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How we positioned and branded specialities

Engaging an internal team is about building brand trust, creating conversation & most importantly. Fun. We support your objectives by bringing your ideas to life and adding to the creative mix.