Another advertising campaign was part of a drive to appeal to younger drinkers which has also included the weakening of the draught version and the introduction of the advertising slogan ""a not so traditional English ale"" which featured on an oil painting reproduced in broadsheet newspapers and at 250 London Underground stations. Additionally, the campaign as revamped the brand's website, again aimed at a younger audience. The campaign was masterminded by Fallon Worldwide, although the contract was later taken up by the Miles Calcraft Briginshaw Duffy agency, who devised the television campaign, which cost £3.5 million.