Bass names Caffrey's shortlist

- Bass Brewers has shortlisted Roose & Partners and The Leith Agency for its high-profile £5 million Caffreys Irish Ale account.

- Bass Brewers has shortlisted Roose & Partners and The Leith Agency for its high-profile £5 million Caffreys Irish Ale account.

The shortlist comes two months after Bass stunned its principal agency WCRS, which successfully launched the brand in 1994, by calling the review. WCRS declined to repitch.

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

Work from Roose and the Leith will now be put into research before a final decision is reached.

The Caffrey's review does not affect WCRS's remaining Bass brands -- Carling, Carling Premier, Asahi, Staropramen and Bass Ales.

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 Caffreys featured four close friends on a night out, set to the sound of "Brim Full of Asha" by Asian band 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.


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

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


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


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).