| Titel | Buffalo Bill Postcard |
| Agentur | Mustoes |
| Kampagne | Be Part of it - Bass Beers |
| Werbende | Bass Brewers |
| Marke | Bass |
| Posted | Juli 2000 |
| Produkt | Ale |
| Geschäftsbereich | Bier, Cidre |
| Slogan | Bass be part of it |
| Story | A triangular postcard carries an illustration of William F Cody (aka Buffalo Bill) on the front. A triangle has been cut out of his red neckerchief to form the Bass logo with the 'Be part of it' line bottom right. Copy on reverse explains how Bill drank Bass whilst out hunting. |
| 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. |
| Problem | 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. |
| Medientyp | Informationsmaterial & Direktmarketing |
| Markt | Japan, Nordkorea, Südkorea, optionlist-countries.COU539, Österreich, Belgien, Dänemark, Finnland, Frankreich, Deutschland, Island, Irland, Liechtenstein, Luxemburg, Monaco, Niederlande, Norwegen, Schweden, Schweiz, optionlist-countries.COU794, Australien |
| Creative Director | John Merriman |
| Texter | Kirsten Everett |
| Art Director | Kwai-Heung Mak |
| Illustrator | David Tazzyman |
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