Caffrey’s has been out of the media spotlight for several years, but following encouraging volume sales figures, which highlighted a 5% year-to-date rise, the Irish ale brand hopes to refresh its image and recruit a ‘lost generation’ of smooth ale drinkers.
A ‘modern and stylish’ press and magazine campaign, which runs throughout April and May in The Times, The Sun, GQ, NME and Esquire, and a poster campaign in the North West, is anticipated to reach over 77% of Caffrey’s target younger generation market at least five times.
The new campaign embraces a Spotify digital exclusive offering listeners the chance to vote online for their favourite ‘redefined classics’ and will include four radio shows throughout May and June celebrating listeners’ favourite covers of iconic hits.
The Caffrey’s brand was recently redesigned and now boasts new packaging, rebranded pump clips and new glassware, which brand owner Molson Coors claims has resulted in an uplift in sales.
The brand was launched in an aluminium bottle format last October and is also available on draught.
Duncan Emmerson, senior brand manager for Molson Coors (UK & Ireland) says that Caffrey’s is viewed by consumers 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.”