Bass awards £5m Caffrey's Irish Ale account

- Roose & Partners has won a coveted place on the Bass roster by scooping its prestigious advertising account for Caffrey's Irish Ale.

- Roose & Partners has won a coveted place on the Bass roster by scooping its prestigious advertising account for Caffrey's Irish Ale.

Roose won the £5 million ($8.2 million) business after a head-to-head with the Edinburgh-based Leith Agency.

The business had previously been handled by Bass's principal agency WCRS, which successfully launched the brand in 1994. Bass stunned the industry in April by calling the review. WCRS declined to repitch.

Leo Burnett, DMB&B and Ogilvy & Mather also made it onto the long-list of agencies bidding for the business.

Bass launched Caffreys on St Patrick's Day 1994, creating a new category in the beer market with a product designed to appeal to "modern consumers" who drink lager, bitter or stout.

WCRS's 80-second launch commercial contrasted shots of a frenetic New York bar with the serene Irish countryside, providing a visual representation of Caffrey's slogan, "Strong words softly spoken."

The agency's last television work for Caffrey's featured four close friends on a night out, set to the sound of "Brim Full of Asha" by Cornershop. The smoothness of the creamy ale prompts a moment of quiet contemplation and a quieter soundtrack.

Caffrey's is keen to maintain its dominant position in the smooth ale market, of which it had 15.6 per cent by value last year.

Media -- handled by BBJ -- is unaffected by the review.







Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).