Irish people love the idea of drinking stout, but they don’t always love the taste of it. So, Heineken developed a new Irish stout to please more Irish palettes. They called it Island’s Edge. Just one tiny obstacle in the way - a not so little brand called Guinness! So how do we get drinkers to start ordering Island’s Edge in Ireland without feeling that they’re going to be laughed out of the pub?We needed to arm drinkers with a response to the question, “what are you drinking that stuff for?” The answer lied in the core product truth. It’s less bitter. So we created a campaign saluting people who also leave the bitterness behind…or try to. And in turn it resonated with a new kind of stout drinker, less traditional, more optimistic, less likely to be found drowning their sorrows at the bar