12 April 2012 - 11:53am | posted by | 0 comments

Molson Coors to release £1m Caffreys campaign targeting 'lost generation' of Ale drinkers

Molson Coors to release £1m Caffreys campaign targeting 'lost generation' of Ale drinkersMolson Coors to release £1m Caffreys campaign targeting 'lost

Molson Coors is set to run a £1m campaign to reposition its Irish ale brand Caffreys, with the aim of recruiting a ‘lost generation’ of smooth ale drinks.

The press and magazine campaign, created by VCCP Blue, will include the tagline ‘Redefining Smooth’, and will run in titles such as The Times, The Sun, GQ, NME and Esquire.

A poster campaign will also run in the North West of England, with the whole campaign expected to reach 77% of its younger target market.

Caffrey’s has recently undergone a makeover, with new packaging, rebranded pump clips and new on-trade glassware rolling out.

An exclusive deal with Spotify will also offer users the opportunity to vote online for their favourite cover versions of classic songs. This will include four radio shows being broadcast throughout May and June, highlighting the chosen favourites.

Duncan Emmerson, senior brand manager for Molson Coors (UK & Ireland) commented: “Caffrey’s has a place in many consumers’ eyes as an iconic, Irish ale. With this rebrand and new advertising campaign, we’re hoping to attract a lost generation of smooth ale drinkers, with an innovative, refreshingly smooth, premium product.”

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

THE CO-OPERATIVE BANK BRAND ADVERTISING CAMPAIGN

30/10/2014
Creating a brand campaign for a high street bank is always...

Rock of Ages on Tour

30/10/2014
CONTRACT START/END DATE September/October 2014 DESCRIPTION...

Reed Learning Personalisation with Sitecore

30/10/2014
Reed Learning, a leading provider of training courses and ...

First-time cruisers? It soon becomes a long-term love-in…

29/10/2014
Since July 2013, Cruise Nation and Rooster PR have been on...

Brand Campaign for 123RF

28/10/2014
The Challenge Help 123RF stand out against big-name image...