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.





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