Roose & Partners has won a coveted place on the Bass roster by
scooping the high-profile advertising account for Caffrey’s Irish
Roose won the pounds 5 million business after a final head-to-head with
the Edinburgh-based Leith agency after the pair were whittled down from
a list of five agencies. These included Leo Burnett, DMB&B and Ogilvy &
Mather, but not the incumbent, WCRS.
Mark Hunter, the marketing director of Bass Brewers, said the decision
had been taken after creative work from both agencies had gone into
’Consumers liked the ideas put forward by both agencies, but it became
clear that Roose & Partners gave Caffrey’s a new dimension,’ he
The win is an important one for Roose, which is also on the roster of
the giant confectionery company, Nestle Rowntree, and handles
advertising for the Swedish tissue company, SCA Products, but has a
fairly low profile.
Ted Roose, chairman of Roose, said: ’Our initial impression was how
successful Caffrey’s advertising had been. But the more we looked, the
more we realised it had a melancholic feel. Our job is to position the
brand as more aspirational and upbeat.’
Caffrey’s was successfully launched by WCRS 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.
The launch commercial contrasted shots of a frenetic New York bar with
views of serene Irish countryside, giving a visual representation of the
Caffrey’s slogan, ’Strong words softly spoken.’
The agency’s last television work for Caffrey’s featured four friends on
a night out, set to the soundtrack of Brim Full of Asha by
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 remains with BBJ Media Services.