Tullamore D.E.W.


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.


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.


  • 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.