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"Inspiring" Bass ads open brand's 1991 campaign.

"Inspiring" Bass ads open brand's 1991 campaign

Twain, Nietzche, and Lawrence... What do these famous figures have to do with an imported beer?

Beginning in 1991, their most inspiring thoughts will be included in Bass Ale's multi-million dollar advertising campaign. The 1991 campaign for America's number-one British ale will not only raise a few eyebrows, Guinness Import Co. said, but will also raise a few of life's most puzzling questions.

The series of Bass ads features these great thinkers, poets, authors and philosophers, and carries the line, "Bass Helps You Get To the Bottom of it All." The campaign identifies the brand with a target audience of beer drinkers best described as thoughtful and passionate about their brand of beer.

The campaign visuals are as distinctive as the brand itself, a Guinness spokesperson said. Each ad features a black and white portrait of these men.

The immortal words of each great man appear above their portraits. Coupled with the photo Frederich Nietzche is his perennial philosophy query, "Why Does Man Exist?" D.H. Lawrence's reflective portrait includes his question, "What is Man's Deepest Desire?" The American folk philosopher, Mark Twain, quips, "What Can Compare with Life's Simple Pleasures?"

According the Robin Raj, creative director for Carroll Raj Stagliano Advertising, the Bass campaign "seeks to capture the inspirational qualities of the brand." The agency took this approach to the campaign after learning that Bass Ale has been a source of inspiration for some of the world's great writers and artists. Many of the works of Rudyard Kipling and Alfred Lord Tennyson include laudatory passages about the brand. In addition, masterpiece paintings by Picasso, Manet and Braque prominently feature bottles of Bass, the trademarked red triangle and the words "Bass" in the artwork and the title.

"The campaign will mean different things to different people and that's essential to us," said Paul Block, group marketing director for Bass. "Bass drinkers have a very strong and unique type of brand loyalty. Through extensive interviews across the country, we've discovered that their enjoyment of the brand is a truly individual experience, so we created a campaign that allows them proprietary interpretation."

The campaign, which broke last week, will air on radio in New York, Boston, Chicago, Washington, D.C., and San Francisco.

PHOTO : GUINNESS IMPORT CO. and Bass Ale announced plans to use "inspiring" thoughts from several famous figures throughout history in a new campaign for the brand.
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Title Annotation:Bass Ale's advertising campaign featuring inspiring thoughts from several famous personalities
Publication:Modern Brewery Age
Date:Jan 28, 1991
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