Publicis Dublin has rolled out a new campaign for the Heineken Ireland-owned stout brand Island’s Edge.
Called “It’s better, less bitter,” the through the line campaign celebrates those who choose optimism over bitterness in their lives.
“With this campaign we worked collaboratively with the Island’s Edge team toward a shared ambition to give consumers two things; a clear product truth that translates into a strong functional reason to choose Island’s Edge, and a better understanding of the brand behind the product – its point of view on the world and its personality,” says Chloe Hanratty, head of strategic planning.
“We’re delighted to work with Publicis Dublin to continue to build on our Island’s Edge brand. We created this stout to offer consumers increased choice, whilst bravely acknowledging one of the main barriers of entry into the category – the bitter taste. We’ve seen from the past 12 months that there’s certainly room for another stout in Ireland- Island’s Edge has risen to that challenge,” adds Wojciech Bogusz, marketing director Heineken Ireland.
The campaign kicked off on November 1st and includes audio visual,video on demand, social, OOH and radio.
Agency: Publicis Dublin
Board Creative Director: Ger Roe
Creative Director: Peter Dobbyn
Senior Copywriter: Paul O’Loughlin
Head of Strategic Planning: Chloe Hanratty
Strategic Planning Director: Denisse Achata
Head of Production: Niamh Skelly
Content Producer: Claire Boylan
Content Director: Philip Byrne
Business Director: Sinead Dennis
Senior Account Director: Ruth McCormack
Senior Account Manager: Cormac Dooley
Marketing Director: Wojciech Bogusz
Marketing Manager: Mark Noble
Senior Brand Manager: Jim Geraghty
Activation Manager: Ursula Brennan
Brand Manager: Dan Lee
Media and Strategy Manager : Olwen Inglis
Production Company: O Positive
Director: David Shane
Director Asst.: Michael Clancy
Executive Producers: Ralph Laucella, Marc Grill
Producer: Nell Jordan
DP: Sebastian Blenkov
Service Co: Saturday Films
Sound Design: Folding Waves
Media Agency: dentsu
Strategic Consulting Director: Dael Wood
Business Director: Jan Markmann
Account Director: Amy Jope
Account Director: Kieran Lynch
Research Agency: MCCP
Managing Director: Kay McCarthy
Insight Director: Mary Sheahan