Bass is about to unveil its latest commercial in the ‘Strong Words, Softly Spoken’ campaign for its Caffrey’s Irish Ale – part of a 10m marketing spend on the brand this year. The new execution, through WCRS, breaks nationally on Friday and features four close friends on a night out. It will be supported with press advertisements in style magazines throughout the spring and summer. Bass managing director, off-trade, John Holberry says: ‘Despite many recent launches into the “New Ales” sector, Caffrey’s is still gaining share.’
The growth of direct-to-consumer brands is not just about the flight to ecommerce during Covid, but also offering convincing answers to consumers’ questions.
The sportswear brand cut spend related to events such as the Oympics but “doubled down” on digital as ecommerce sales almost doubled.
We round-up the biggest news from the week including UKTV’s ambitious brand revitalisation, how Häagen-Dazs is capitalising on its momentum by doubling digital investment and your chance to vote for the Brand of the Year.
Rather than letting Covid-19 put it off its stride, UKTV is investing in a major brand repositioning project as it looks to get match fit for the post-lockdown world.