| Titre | Concorde Beer Mat |
| Agence | Mustoes |
| Campagne | Be Part of it - Bass Beers |
| Annonceur | Bass Brewers |
| Marque | Bass |
| Mise en ligne | Juillet 2000 |
| Produit | Ale |
| Secteur d'activité | Bières, cidres |
| Slogan | Bass be part of it |
| Synopsis | 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. |
| Philosophie | 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. |
| Problème | 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. |
| Type de média | Marketing Direct |
| Marché | Japon, Corée du Nord, Corée du Sud, optionlist-countries.COU539, Autriche, Belgique, Danemark, Finlande, France, Allemagne, Islande, Irlande, Liechtenstein, Luxembourg, Monaco, Pays-Bas, Norvège, Suède, Suisse, optionlist-countries.COU794, Australie |
| Directeur de création | John Merriman |
| Concepteur / rédacteur | Kirsten Everett |
| Directeur artistique | Kwai-Heung Mak |
| Illustrateur | David Tazzyman |
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