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
Apart from Caffrey’s, WCRS also works on the Carling Black Label,
Carling Premier, Draught Bass and Worthington Draught Bitter brands.