• by Karl Greenberg , November 10, 2011

William Grant & Sons Ltd. is in the midst of a multimillion-dollar global marketing campaign using the new tag line "Irish True." The effort also includes new packaging for the brand.

The new global TV and print campaign features images and creative that is intended to evoke the spirit of the Irish. The company puts it this way in a release: intriguing yet approachable, sociable but serious, humorous and poignant; in a tone of voice that is both poetic and rebellious."

Posters started showing up in major markets like New York, Chicago, San Francisco and Philadelphia last month with grassroots elements and events. The new packaging will begin to show up on shelves in the middle of 2012, according to the company -- which says Tullamore Dew is one of the fastest-growing Irish whiskey brands, having nearly doubled sales since 2005.

The company says there has been increased consumer demand for Irish whiskey in the USA and emerging Irish whiskey markets like the Czech Republic and Germany -- where, according to William Grant & Sons, the brand is outperforming competitors. 

A big, global integrated campaign and the new look will "rapidly accelerate the global growth of Tullamore Dew, further strengthening its position as one of the world's best loved Irish whiskey brands," the company says.

The campaign was developed by Tullamore Dew global brand director Shane Hoyne, who assembled a team to create the campaign. McCann Erickson oversaw creative duties.

“With Tullamore Dew, we want to establish a different definition of ‘Irishness’ – as something that people can relate to the world over,” said Hoyne in a statement. “Irish whiskey is an exceptionally dynamic category and we believe that with this new investment and integrated campaign we can establish Tullamore Dew as a global player.”

The irreverent campaign features a trio of Irishmen getting arrested, but having a last "glasses up" with the officer. The poster advertisements show an array of Irish characters intended to evoke the campaign's "True Irish" theme.

The focus on Irish culture and people is not new to Tullamore Dew. The company's most recent "Smooth by Nature" campaign also uses Irish imagery around craftsmanship, landscape and stalwart people who make things by hand and then retire to the pub for a glass. Another one has a group at a bar on an ocean cliffside during a stormy night. As the band plays an Irish jig, the bartender pours shots of Tullamore Dew.

Family-owned independent William Grant & Sons also distills Glenfiddich, which launched its own U.S. campaign last year called "Some Day You Will." The company also has the Balvenie single malts, as well as Hendrick’s Gin, and Milagro Tequila. The company's New York-based U.S. division also distributes Stolichnaya Vodka, Clan MacGregor, Bols cordials and others.