Tullamore D.E.W.

How do you (re)introduce a brand that’s over two centuries old?


You focus on the roots.


We went to Tullamore, Ireland where Tullamore began and where it is still made. There, we found a tight-knit community along the lines of Ted Lasso and Schitt’s Creek, a place where people actually looked out for each other.


So, we partnered with our long-time friends at William Grant & Sons to revise the brand’s foundations based on the town where it’s made. In a world filled with shiny distractions, a million celebrity brands and here-today-gone-tomorrow TikTok crazes, Tullamore D.E.W. is a reliably great whiskey with community values at its core. We drove this point home with a new brand platform, featuring billboards, videos and TV commercials calling out the craziness of modern life and contrasting it with what truly matters. Forgoing actors and instead casting our actual distillery workers and Tullamore locals, our work is proving that a brand that’s been “Celebrity-Free since 1829” can hold its own in 2023. We started out with test markets in the US and now we’re expanding the platform around the world.