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.







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