Roose creates new look for Caffrey’s

Roose & Partners has unveiled its debut campaign for Caffrey’s, introducing the new endline: ’Caffrey’s. A Storm Brewing.’

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

qualities.’



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

Media Services.



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.



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