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The company has revealed a new global communications campaign around Tullamore Dew |
IRELAND. Independent, family-owned distillers William Grant & Sons Ltd. Is set to roll out new-look packaging plus a global communications campaign around Tullamore Dew, the world’s number two Irish whiskey brand.
The communications campaign comes under the banner of “˜Irish True’ and breaks this month, with the new packaging available from July 2012.
The campaign, said William Grant & Sons, “features striking images and charismatic characters, evoking the true spirit of the Irish: intriguing yet approachable, sociable but serious, both humorous and poignant; in a tone of voice that is both poetic and rebellious.”
Tullamore Dew is currently one of the fastest growing Irish whiskey brands, almost doubling sales since 2005. The multi-million dollar investment has been prompted by the brand’s rapid growth, driven largely by increased consumer demand for Irish whiskey in the US and emerging Irish whiskey markets such as the Czech Republic and Germany where the brand already occupies a leadership position. William Grant & Sons’ ambition is that investment in a heavyweight integrated campaign and new look packaging will rapidly accelerate the global growth of Tullamore Dew.
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The new packaging will be rolled out from next year |
For the new brand campaign, Tullamore Dew Global Brand Director Shane Hoyne worked with international agency McCann Erickson with creative input from Jeff Weiss and renowned film maker Jake Scott.
Hoyne said: “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.
“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”.
Speaking to The Moodie Report at Cannes, Hoyne said: “Tullamore Dew has had the same packaging since the mid-1990s so it needed refreshing, and it needed a voice that was Irish but also global. It was also our view that we shouldn’t be afraid to bring some emotion into the campaign and that is what we have done.”
He added: “We are working hard on some global activations for travel retail, and will bring out some new ideas in Q1 2012. There is a lot more potential in the Irish whiskey category and retailers are saying that they are ready to look at exclusives, which will be our next step.
“We have big ambitions in this channel for the brand in the US, Scandinavia, the Baltic States and eastern Europe, plus the UK, a key market. Even in our strongest markets such as Germany we are showing double-digit growth this year, and we want travel retail to be central to that continued growth drive.”
