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.”

Don't miss out... Get your Marketing news by email

See all specialist newsletters

26 related companies from Profile Hub:

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

Latest Projects from the Profile Hub

Launching New Scrabble Format in Digital Era

15/09/2014
The Challenge Launch two new formats of the classic board...

Back to Business & Punching with the Big Boys

12/09/2014
Finding themselves left behind by the fast paced changes of...

QMH - Menu Promotion

09/09/2014
The food and beverage industry is saturated, and with the...

Castaway Spritz – branding, website and packaging design

04/09/2014
As consumer demand for fruit flavoured alcohol soars,...

South West Water: Source for searches

04/09/2014
BACKGROUND Source for Searches from South West Water offers...