Smithwick’s made its long-awaited return to TV screens this week with the brand’s first TV campaign in seven years.
The new campaign for the Diageo-owned brand will include TV, digital, OOH, print and PR.
The campaign was created by the UK agency adam&eveDDB. Carat will handle the media spend while Wilson Hartnell will manage the PR and social media element of the campaign.
The strapline for the campaign is ‘Experience. It’s what you do with it that counts’ and features the ‘Smithwick’s squirrel. The campaign aims to grab the attention of new craft beer drinkers and position the Smithwick’s brand leader in the ale market.
Commenting on the new campaign, Sinead McAleese, Diageo’s western European marketing director for Lagers & Ales said: “We have a fantastic product with a rich heritage and we’re really excited about the potential of this creative to disrupt the ale market in Ireland, encouraging people to reappraise the beer and to taste the experience we brew into every pint”
Smithwick’s recently announced a €3 million investment project for Kilkenny that will transform the existing Smithwick’s Visitor Centre into a state of the art visitor experience.