Tullamore Dew Launches “Irish True” in United States

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According to PRNewswire, independent, family-owned distillers William Grant & Sons Ltd. has announced the roll-out of a multi-million dollar global investment in Tullamore Dew—the world’s number two Irish whiskey brand—with the launch of a global integrated communications campaign, supporting groundbreaking, new ‘Irish True’ advertising creative, as well as the announcement of new packaging.

A new global TV and print campaign features striking images and charismatic characters, evoking the true spirit of the Irish: intriguing yet approachable, sociable but serious, humorous and poignant; in a tone of voice that is both poetic and rebellious. The campaign will feature posters, wall art and digital roll-out in New York, Chicago, San Francisco and Philadelphia. It will also be supported by some under-the-radar events, bringing to life the Irish True Spirit. The new packaging is scheduled for introduction in mid-2012.

Tullamore Dew is currently one of the fastest growing Irish whiskey brands, almost doubling in sales since 2005. The investment has been prompted by the brand’s rapid growth, driven largely by increased consumer demand for Irish whiskey in the USA and emerging Irish whiskey markets such as the Czech Republic and Germany, where the brand occupies a leadership position and is outperforming its competitors. William Grant & Sons hope that the investment in this campaign and new look packaging will rapidly accelerate the global growth of Tullamore Dew, further strengthening its position as one of the world’s best loved Irish whiskey brands.

“With Tullamore Dew, we want to establish a different definition of ‘Irishness’—as something that people can relate to the world over and something that is rooted in the incredible spirit of the people,” said Hoyne. “We have significant plans for the future of this fantastic brand. Irish whiskey is an exceptionally dynamic category, and we believe that with this new investment and integrated campaign we can establish Tullamore Dew as a truly global player.”

The development of the campaign has been helmed by Tullamore Dew Global Brand Director Shane Hoyne, who assembled a stellar team to develop the new brand campaign, collaborating with international agency McCann Erickson, as well as creative radical Jeff Weiss and film maker Jake Scott.

“We are proud to be bringing this honest representation of the Irish spirit to the United States,” said Laura Gwilliam, Senior Brand Manager for Tullamore Dew in the United States. “From its poetry, music, and unique spirit of rebelliousness to the distinctive camaraderie of a true Irish Pub, Ireland’s cultural contributions to the world have been hugely influential, and we are excited to be bringing that spirit to life here in the U.S.”