| Title | Picasso P.O.S Poster |
| Agency | Mustoes |
| Campaign | Be Part of it - Bass Beers |
| Advertiser | Bass Brewers |
| Brand | Bass |
| Posted | July 2000 |
| Product | Ale |
| Business Sector | Beers, Ciders, Lagers |
| Tagline | Bass be part of it |
| Story | An illustration of Pablo Picasso wearing a red shirt with a triangular section dropped out of the collar to form the logo and 'Be part of it' strapline below. Copy outlines the history of Bass Ale and its significance as a subject for Picasso's still lifes. |
| Philosophy | 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. |
| Media Type | Direct Marketing |
| Market | Japan, North Korea, South Korea, optionlist-countries.COU539, Austria, Belgium, Denmark, Finland, France, Germany, Iceland, Ireland, Liechtenstein, Luxembourg, Monaco, Netherlands, Norway, Sweden, Switzerland, optionlist-countries.COU794, Australia |
| Creative Director | John Merriman |
| Copywriter | Kirsten Everett |
| Art Director | Kwai-Heung Mak |
| Illustrator | David Tazzyman |
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