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BASS By tapping into Bass Pale Ale’s British heritage and using the power of music to impact consumer purchasing habits, STRATEGIC partnered with Rolling Stone magazine to create a ten city concert series called the Taste Greatness Tour. Subtle product placement of Bass in Rolling Stone magazine promoted the tour, showcasing emerging artists at famous rock and roll venues in cities from New York to Las Vegas. The concert series deeply integrated the Bass brand into each performance and helped reinforce the brand’s British roots in the minds of music enthusiasts.