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.”