Tullamore D.E.W. had a problem when they briefed us. They were the world’s second biggest Irish Whiskey brand, but Connor McGregor’s upstart Proper Twelve Whiskey was rising rapidly and nipping at their heels. What to do? We had fun with it. We lumped McGregor in with the never-ending tidal wave of celebrity spirits brands and declared Tullamore to be “Celebrity Free Since 1829.” And we used the everyday people who worked at the distillery and lived in the town of Tullamore in our marketing to drive the point home. The campaign went viral. Mission accomplished. QCM was instrumental in every aspect of reviving this brand…including bringing the Irish Wolfhound to life as the brand icon.
Tullamore D.E.W.
