designed the new label which was based on the MG Octagon to show the link between MG and Morland. After having researched the brand, he discovered that landlords were often asked about the name, so he suggested carrying a label on the reverse of the bottle, that would tell the story. Terry and his team were responsible for rebranding bitter as 1711 (the year of Morland's foundation) and best bitter as 'Old Masters' (a nod to George Morland, a renowned artist and painter). RPG Design also created a new identity to be carried through pub fascias, vehicle livery etc. 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 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. According to Rob Flanagan, brand controller for Old Speckled Hen, the aim of the campaign was to attract up to 3 million new drinkers to the brand, while appearing to retain its "niche" status amongst established customers. The relaunch was successful, with Greene King reporting "major success". Exports The Hen has been exported to over 40 countries, including Singapore, where 200 pints a day are sold in a single pub. In the US, it is available in 32 of the 50 states and reportedly popular in New York City. Old Speckled Hen is also available in Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Ireland, Italy, India, New Zealand, Norway, Peru, Spain, Sweden, The Netherlands and Russia. Old Crafty Hen Old Crafty Hen is a 6.5% ABV 'super premium' version of Old Speckled Hen. Released in September 2008, it is marketed as combining the tastes of Speckled Hen and a former Greene King brand, 'Old 5X'. Neil Jardine, of Greene King claims that Crafty Hen is "a genuinely exceptional beer". Crafty Hen is significantly stronger than Speckled Hen, having been matured for several years, giving it a less pronounced flavour that varies from one batch to the next. Old Crafty was listed as number three in The