Tullamore D.E.W. has launched a heartfelt campaign that pays tribute to its hometown of Tullamore in County Offaly, Ireland. This campaign, set to launch globally this month, shines a spotlight on the unique community spirit that defines Tullamore and stars local residents from the town.
The campaign, developed by Quaker City Mercantile, is a heartfelt celebration of Tullamore and its people. The hero of the TV commercial (TVC) is comprised of well-known Tullamore residents, including the town barber Andy and distillery worker Shane, who has previously appeared on billboards across the United States.
The campaign also features local talent, Sam Keeley, fresh from winning the award for Best Actor in a Lead Role (Drama) at the Irish Film and Television Awards. The TVC was directed by Emmy-winning director Jake Scott of RSA Films.
Tullamore D.E.W. is deeply inspired by the community spirit and values of Tullamore, a close-knit and down-to-earth town. This campaign underscores the significance of these values, emphasizing the importance of genuine connections and real relationships, in contrast to the digital age of push notifications and social media likes.
The town of Tullamore is renowned for its welcoming nature and has even been recognized as one of Ireland’s friendliest places. The people of Tullamore prioritize meaningful human connections and take the time to know one another’s names and greet strangers warmly. They are known for their honesty, grounded nature, and their penchant for humor. These qualities have contributed to the creation of a truly exceptional Irish whiskey that is beloved worldwide.
The world’s second-largest Irish whiskey brand, Tullamore D.E.W.’s success is rooted in the spirit of community that characterizes the town of Tullamore. This spirit harkens back to founder Daniel E. Williams, who began as a stable boy and eventually ran the distillery. He had a deep love for his town and played a pivotal role in modernizing Tullamore by introducing electricity, the telephone, and motor vehicles.
Daniel Williams was not only a whiskey legend but also an animal lover and marketing pioneer. His grandson, Desmond, continued his legacy by choosing to represent Tullamore and its people authentically. Instead of traditional coat-of-arms symbols, Desmond selected the loyal Irish Wolfhound to be the emblem of Tullamore D.E.W. The Irish Wolfhound, symbolizing loyalty and tight bonds, is prominently featured in the brand’s new logo and marketing campaign.
The campaign includes a heartwarming TVC and video-on-demand ads featuring an Irish Wolfhound named Isobel, with the townspeople coming together to find the lost dog. This narrative reflects the close-knit bonds and shared values that Tullamore D.E.W. embodies. Look for Isobel below:
REELated:
Nora Torpey, Associate Global Brand Director, expressed pride in the brand’s roots and the launch of the campaign, stating, “We began crafting whiskey in Tullamore back in 1829, long before the era of push notifications and photo filters. We wanted our new campaign to highlight the enduring values that continue to drive our success. We hope it serves as a reminder of what matters in life – genuine friendships, authentic conversations, and being in the moment. Cheers to that!”
Director Jake Scott added, “We set out to capture the authentic roots of Tullamore D.E.W. and its long-standing place as this Irish town’s most famous export. We hope it conveys that nothing beats savoring the moments – with a great whiskey of course – and connecting with friends and family in person.”
Tullamore D.E.W.’s global campaign is set to launch this month across various platforms, including TV, out-of-home advertising (OOH), and digital channels in several markets, including the USA, Germany, and the Czech Republic. Fans can also join the celebration of small-town spirit on social media via @tullamoredew.
CREDITS:
CLIENT: Tullamore D.E.W.
- Associate Global Brand Director: Nora Torpey (William Grant & Sons Brands Ltd)
- Global Brand Manager: Sarah Kehoe (William Grant & Sons Brands Ltd)
AGENCY: Quaker City Mercantile
- Creative Director: Jerry Stifelman
- Creative Director: Ron Pushkar
- Account Director/Producer: Beth Hayden
PRODUCTION COMPANY: RSA Films
- Director: Jake Scott
- President: Luke Ricci
- Executive Producer: Buddy Brakha
- Producer: Garfield Kempton
- Director of Photography: John Mathieson
- Production Designer: Lucy Van Lonkhuyzen
- Costume Designer: Driscoll Calder
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