| 标题 | Concorde Beer Mat |
| 广告公司 | Mustoes |
| 广告战役 | Be Part of it - Bass Beers |
| 广告主 | Bass Brewers |
| 品牌 | Bass |
| Posted | 7月 2000 |
| 产品 | Ale |
| 行业领域 | 啤酒，苹果酒 |
| 广告口号 | Bass be part of it |
| 剧情简介 | Triangular beer mat depicts illustration of Concorde's nose. The red design on its side has a triangle cut out which forms the Bass logo at the bottom of the beer mat. Reverse is Bass branded at top with Copy explaining how Bass, 'as a true representation of English culture' was served on Concorde's inaugural flight. |
| 哲学 | One of the defining and most attractive features of the UK to most foreigners is its history and traditions. Bass' strength is its deep rooted tradition as one of England's oldest beers, brewed since 1777. This campaign builds upon the target market's attraction to all things traditionally English by tying Bass' history into recognised characters and events in history genuinely linked to Bass. Consumers are therefore able to connect more directly with Bass via more widely recognised subjects. The use of the 'cut out' logo and 'Be part of it' end line simply serve to emphasise the historical links. |
| 问题 | Outside the UK Bass is seen as just another dark English beer from an unfamiliar brewing tradition, without the fashionable image of Guinness or the recognised refreshing strength of lager. The task was to give Bass a status which in turn confers status on drinker, making it an interesting/imaginative choice of drink. |
| 媒体类别 | Direct Marketing |
| 市场 | 日本, 朝鲜, 韩国, optionlist-countries.COU539, 奥地利, 比利时, 丹麦, 芬兰, 法国, 德国, 冰岛, 爱尔兰, 列支敦士登, 卢森堡, 摩纳哥, 荷兰, 挪威, 瑞典, 瑞士, optionlist-countries.COU794, 澳大利亚 |
| 创意总监 | John Merriman |
| 文案 | Kirsten Everett |
| 美术指导 | Kwai-Heung Mak |
| 插图画家 | David Tazzyman |