THE MISSION

With a brief to take a disruptive, through-the-line approach that would make whiskey fans sit up and take notice, our job was to launch a new Irish Whiskey against some of the biggest global brands in a heavily cluttered market.

The solution

The narrative within the Irish Whiskey category has traditionally been decided by one or two players and has focused on functional benefits.  We believed that talking about flavour alone was not enough for a new whiskey with more character. So we widened the focus from taste and process to provenance, personality and attitude – all of which Slane Whiskey has in spades.

We focused on the story of the distillery, the castle, the music, the family and the community around the whiskey, which brought remarkable complexity and character to the brand. This led to our creative platform, Blaze a Trail – which speaks to the various attributes and character of the Slane brand.

THE IMPACT

Successfully established in multiple global markets including US, Europe UK and Australia.

THE MISSION

What’s harder than getting to Number 1? Staying there! The Guinness Storehouse is Ireland’s number one visitor attraction but maintaining this position in a market with a growing number of visitor attractions is challenging. The ask was simple, maintain and grow the Storehouse position.

THE SOLUTION

For over a decade we’ve celebrated the vibrancy of the Storehouse experience by creating and delivering culturally relevant content and comms through a mix of brand campaigns, building highly engaged social communities, targeted paid media campaigns and digital experiences. This 360-degree comms platform and cohesive digital/social strategy have ensured the Storehouse has remained a must for every visitor to Dublin.

THE IMPACT

During our time working with Guinness Storehouse, we’ve seen visitor numbers grow from 1 million to 1.73 million per year. We have increased tickets sales by 45%, transactions by 41% and revenue by 62%, year-on-year. We continue to work with Storehouse on a global scale to maintain their position as Ireland’s top visitor destination as they enter their 20th year of business.