NEW YORK: Tullamore Dew Irish Whiskey, a William Grant & Sons brand, has kicked off its first consumer-facing global communications campaign.
Although the brand's efforts since it was acquired from Skyy Spirits 18 months ago have been solely trade-focused, the company is changing that strategy with the “Irish True” campaign, said Laura Gwilliam, senior brand manager at William Grant & Sons.
“From this point onward, we're going to be focusing on the consumer,” she said.
The brand launched the integrated campaign this week in New York, holding evening parties from Monday through Wednesday. It will also hold events in San Francisco, Chicago, and Philadelphia, with the goal of bringing Irish culture to life through the brand, explained Gwilliam.
“Irish True comes from an embodiment of the Irish character, so it's a juxtaposition of poetry and rebellion, which has inherently been in Irish character for centuries and still is to this day,” she explained.
The events featured Irish music and memorabilia, as well as professional boxers sparring throughout the night, Gwilliam added. The effort is targeting men age 25 to 34.
Tullamore Dew's communications team is working with Maloney & Fox, William Grant & Sons' AOR, to reach out to national broadcast and print media, as well as bloggers. The company has also placed several large wall murals about the campaign in New York and Chicago.
Momentum, Tullamore Dew's digital agency, is handling the brand's social media channels, updating Facebook and Twitter with photos and news about “Irish True.”
Tullamore Dew has also partnered with local events and deals network Thrillist to host RSVP websites for each event.