Roose & Partners has unveiled its debut campaign for Caffrey’s,
introducing the new endline: ’Caffrey’s. A Storm Brewing.’
The campaign represents a radical departure from the brand’s previous
focus on its Irish roots and seeks to reposition Caffrey’s as a modern
drink for young people on a night out.
A TV commercial focuses on the cloudy, turbulent look of a pint of
Caffrey’s as it is poured, showing how its stormy nature is a catalyst
for a lively evening. Caffrey’s is also dropping its ’Irish Ale’ tag and
will compete more directly with premium lager brands such as Stella
Artois, Budweiser and Beck’s.
Mark Hunter, marketing director for Bass, said: ’Our consumer insight
tells us that Caffrey’s is regularly drunk on Friday and Saturday
nights, during high-energy occasions. Our new focus, therefore, is on
how Caffrey’s can inject energy into the evening. Caffrey’s now has an
annual retail value of pounds 220 million and has wiped the floor with
its ’me too’ competitors. Having outgrown its market sector, it’s time
for Caffrey’s to move on.’
Ed Will, managing partner at Roose & Partners, added: ’This advertising
will cause people to look again at Caffrey’s and recognise its unique
The commercial will be supported by ten radio spots and will run from 16
April. Teaser spots have been running on radio since 1 April.
The ads was written by Neil Chappell, art directed by Phil Gooch and
directed by Walter Stern through Academy. Media is being handled by BBJ
Roose & Partners took the Caffrey’s account from WCRS last August.
The brand was successfully launched by WCRS on St Patrick’s Day 1994 and
introduced a new category into the beer market.