WCRS posters give an urban look to Caffrey’s

Bass Brewers is unveiling its first poster campaign for Caffrey’s Irish Ale to promote the brand as a modern, cosmopolitan drink for young, style-conscious, urban males. The pounds 1 million poster burst will be backed by a pounds 500,000 press promotion.

Bass Brewers is unveiling its first poster campaign for Caffrey’s

Irish Ale to promote the brand as a modern, cosmopolitan drink for

young, style-conscious, urban males. The pounds 1 million poster burst

will be backed by a pounds 500,000 press promotion.



The campaign, through WCRS, will begin on 1 December across 20 backlit

48-sheet poster sites positioned on main roads. Press ads will appear in

men’s lifestyle magazines.



Shot in Manhattan by Jonathan Glynn-Smith, a fashion photographer, the

ads feature young urbanites drinking Caffrey’s in New York bars. Against

a selection of brightly coloured backdrops runs the strapline, ’Strong

words, softly spoken.’ The ads were written by Andy Dibb and art

directed by Richard Dean.



Bass aims to follow the poster and press burst with a TV campaign which

will break early next year.



Launched on St Patrick’s Day three years ago, Caffrey’s has not been

promoted through posters before but a press campaign ran from January to

August this year.



The Belfast-based brewery that produces Caffrey’s is keen to maintain

its dominant position in the smooth ale market where it maintains a firm

grip on 15.6 per cent by value of the premium ale sector. Bass predicts

it will achieve its record sales target of 500,000 barrels a year for

1997 on the back of a consistent 20 per cent growth rate.



As part of a general move to boost the performance of the Caffrey’s

brand, this month Bass lured Mirek Tomoka from its international brewing

operation in Prague to become Caffrey’s senior brand manager. Bass also

made two other internal promotions to fill gaps in its marketing

department, created by a series of middle-management departures earlier

in the year.



Bass has used product launches such as Caffrey’s and Hooper’s Hooch to

drive growth in its drinks business. The brewery has a total of 13

brands.



Apart from Caffrey’s, WCRS also works on the Carling Black Label,

Carling Premier, Draught Bass and Worthington Draught Bitter brands.



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