Molson Coors is to back its Irish ale brand Caffrey's with a £1m advertising campaign, designed to refresh the brand's image under the tagline "Redefining Smooth".
The print ads will appear during April and May in the Times, the Sun, GQ, NME and Esquire, and will aim to recruit a "lost generation" of smooth ale drinkers. They are expected to reach over 77% of Caffrey's target market of a younger generation at least five times.
The adverts support a redesign of Caffrey's which has taken place over the past six months, including new packaging, rebranded pump clips and new glassware in the on-trade. The new glassware and pump branding has resulted in a 7% uplift in sales, Molson Coors said. Caffrey's also launched in an aluminium bottle format in October last year. The brand has subsequently outperformed the overall ale market by 8% in 2012, according to Molson Coors.
Duncan Emmerson, senior brand manager, Molson Coors (UK & Ireland), said: "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."
By Neil Gerrard
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