Island’s Edge launch new campaign “It’s better, less bitter”

 

Publicis Dublin
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Dublin, Ireland
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Island’s Edge has just released its latest campaign with Publicis Dublin “It’s better, less bitter” – A through the line campaign that celebrates those who move on from bitterness in their lives.

Publicis Dublin chose to lean into a core product truth, that Island’s Edge is less bitter tasting stout but brings it to life in a humorous, yet optimistic style.

Board Creative Director Ger Roe at Publicis Dublin says, “While Ireland is often recognised as being one of the friendliest countries in the world we do tend to hold onto our hurts for a time. The key thing that makes Irish people different from others is that we’re pretty good at laughing at them too.

“Competing in Ireland against one of the world’s biggest brands the first thing we needed to do was be authentic but do it with a bit of personality. With a key product differentiator of ‘less bitterness’ it gave us a brilliant jumping off point. It also allowed us to leverage that emotional truth about Irish people while giving us an opportunity to differentiate with our brand personality too.

 

 

“We loved the idea of people trying to move on or hide their bitterness. David Shane is a master at getting authentic comedic performances out of actors and totally got what we were trying to do. Because much like Island’s Edge Irish stout, the clever and entertaining part is hiding the bitterness. It’s still there, just a bit less of it”.

Wojciech Bogusz, Marketing Director Heineken Ireland, added “We’re delighted to work with Publicis Dublin to continue to build on our Island’s Edge brand. We created this stout to offer consumers increased choice, whilst bravely acknowledging one of the main barriers of entry into the category – the bitter taste. We’ve seen from the past 12 months that there’s certainly room for another stout in Ireland- Island's Edge has risen to that challenge”.

The campaign launches on the 1st November and was created by Publicis Dublin, directed by David Shane and produced by O Positive Films. With media strategy by Dentsu, the campaign includes AV, VOD, Social, OOH and Radio. 

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