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Caffrey’s gets £1 million revamp
Molson Coors has unveiled a £1 million advertising campaign for Caffrey’s.
The campaign, the first for the Irish ale in several years, has a tagline of “Redefining Smooth”.
The adverts support a redesign of Caffrey’s which has taken place over the last 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.
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.”
The new campaign also includes a Spotify digital exclusive that offers listeners the opportunity to vote online for their favourite ‘redefined classics’ – the best covers of classic songs.