The world’s second largest Irish whiskey brand has launched its biggest marketing campaign to date.
Tullamore D.E.W., the William Grant & Sons owned Irish whiskey brand, is launching its most ambitious marketing campaign to date – a through the line, global platform called ‘Beauty of Blend.’
As one of the only Irish whiskey brands to use a triple blend of all three types of whiskey, the new through the line campaign will challenge the preconceptions about how great whiskey is made, as well as championing the ways in which ‘blend’ makes the world a more interesting place.
Within the whiskey category, Irish whiskey is one of the fastest growing in the world and Tullamore D.E.W. is the world’s second largest Irish whiskey, with global sales growing from 860,000 cases to 1.1m annually over the last 3 years.
Created by New York agency Opperman Weiss, the ‘Beauty of Blend’ launches with a TV, Digital and PR campaign centering around two hero pieces of content and an unusual partnership. The ‘hero’ content pieces entitled ‘Danny Boy’ and ‘No Irish Need Apply’ respectively, were directed by award-winning filmmaker Laurence Dunmore.
‘Danny Boy’ celebrates cultural diversity in a way that is aspirational, authentically Irish and distinctly sociable. ‘No Irish Need Apply’ is a more direct and boldly challenging film that showcases the history of Irish immigration in the USA. The films follow Tullamore D.E.W.’s award-winning 2013 work, ‘The Parting Glass,’ also directed by Laurence Dunmore, which, according to Creativity magazine, was “The Alcohol Ad That All Ads Should Aspire To.”
In developing the campaign, and owing to the fact that 99.7% of people around the world are a blend of two or more ethnicities, Tullamore D.E.W. has partnered with MyHeritage DNA, the leading global destination for family history and DNA testing to create a limited edition DNA kit which gives fans an opportunity to discover, and celebrate, their own unique blend of ethnicities. The DNA kits will be given away through a gifting program and the Tullamore D.E.W. social channels in the coming months.
According to Tullamore D.E.W.’s global brand director, Caspar MacRae: “We are built on blend. It runs through every bottle of our original triple blend Irish whiskey. There are numerous examples in the worlds of food, music and beyond where something beautiful has been created because of the blending of different cultures or ideas. We think that’s worth celebrating.
“Our ambition for Tullamore D.E.W. is reflected in the major investments we’re making in the brand and in the distillery. The quality of our blended whiskey, combined with the brand’s reputation and increased investment, puts us in a great position for further growth in 2018 and beyond.”
The ‘Beauty of Blend’ campaign is part of a bigger investment in the Tullamore D.E.W. brand. In September 2014, parent company William Grant & Sons opened the €35m Tullamore Distillery in Tullamore, Co. Offaly and is committed to investing a further €25m into the opening of a new grain distillery and bottling plant.