Tullamore D.E.W.

OBJECTIVE

To create brand awareness for Tullamore D.E.W. around the time of the annual Whisky Live festival, and the festive season. The key objective was to do this in a way that represents the brand as a fun, edgy and proudly Irish, while communicating the brand’s key message of #3xbetter.

IMPLEMENTATION

A partnership was established with Smile FM in Cape Town to broadcast live reads for 4 weeks, from mid November into December. With the help of a scriptwriter, the agency developed 26 humorous Irish fun facts that were to be read out on air.

The facts each incorporated the “power of 3” messaging in a subtle way, then ended off with information on how Tullamore D.E.W. is 3 x better.

RESULTS

  • The scripts were so well received by the station that they wanted the delivery to be done in a very specific way, which allowed the agency to pre-record them in a studio with an Irishman to make the clips more authentic and humorous.

greg@lionswing.co.za
+27-11-888-9816