Tullamore D.E.W launches #3XBetter campaign
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Tullamore D.E.W, the world’s second largest Irish whiskey, launches Africa campaign that’s three times better, highlighting its legendary whiskey making process and the characteristics of one of the world’s most widely enjoyed Irish whiskey’s.


Confirming the brand’s core power of 3 position.

Tullamore D.E.W is the only triple distilled, triple blend, triple matured Irish whiskey has launched an Africa-wide campaign to highlight why the whiskey is #3XBetter.

Shaun Stemmett, Brand Manager for Tullamore D.E.W states that as more whiskey drinkers learn of the brand’s legendary process of whiskey making, they begin to realise why Tullamore D.E.W is one of the fastest growing Irish whiskeys globally. “The power of 3 is core to its legendary whiskey making process: Firstly, Tullamore D.E.W is triple distilled to produce a whiskey of exceptional smoothness. Secondly, triple blended of all three types of Irish whiskey – golden grain, full-flavoured malt, and rich pot yields a whiskey of greater character complexity, and thirdly it is triple cask matured in three distinct cask types – traditional refill, ex-bourbon, and ex-sherry – to create unrivalled depth and balance of flavour.”

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The #3XBetter campaign includes large format out-of-home media, digital, print as well as on and off trade promotions that demonstrate the unique ‘triple’ message. Shakera Kaloo, Creative Director of Tribalfish Johannesburg, further expands, “This single minded, yet ballsy, message was then visually represented by the distinctive three finger hand gesture or “ salute “ that brought the #3xBetter message to life across all media. We wanted to give Tullamore D.E.W. a unique narrative and a strong visual that was own-able, aspirational, educational and got people curious about what makes it #3xBetter than any other Irish whiskey.”

Advertising agency Tribalfish were tasked with creating the multiplatform campaign that would communicate the brand’s market positioning, differentiate it from other Irish whiskey’s in the market, and ensure that the brand’s triple message was clearly presented in a manner that the target audience would fully understand and appreciate.

Peter Schmitt, Managing Director of Tribalfish explains, “At Tribalfish we believe in telling stories driven by purpose. And at the heart of Tullamore D.E.W. is True Irish Spirit. A spirit built in the company of true characters and the conversation they share; bold opinions that challenge preconceptions, poetic expression that bares the soul, and playful sparring that sharpens the wit. But true spirit also refers to the whiskey itself. Tullamore D.E.W. is the only whiskey that is triple distilled for smoothness, triple blended for character and triple cask matured for flavour.”

The new campaign purposefully plays to the familiar elements people love about Tullamore D.E.W. In addition to the out-of-home media, the campaign will also include on and off trade activations. Fuelled by living on the edge of the African hub, whiskey drinkers should look out for the Tullamore D.E.W. three times luckier promotion experience in local stores and participating bars. Consumers will have three chances to roll a triple three on the Tullamore D.E.W. dice. If they roll two threes, they get a drink on the house, and if they roll a triple three they get a bottle of Tullamore DEW.

“Irish whiskey continues it staggering growth internationally, as Irish whiskey’s export numbers are predicted to double to 12 million cases by 2020. The African market remains one of the growth markets for the category, but consumers are becoming far more selective in the choice of their whiskey, opting for whiskeys that are better – #3XBetter to be exact,” concludes Stemmett.

About Tullamore D.E.W.:

Tullamore D.E.W. is the world’s second largest Irish whiskey brand and has seen global sales double to more than 850,000 (9L) cases since 2005. Known the world over for its smooth flavour, Tullamore D.E.W. Irish whiskey is triple distilled and a blend of a combination of all three types of Irish whiskey – grain, malt & pot still. The sweet softness of grain whiskey, soft spice from the pot still and fruitiness of the malt create marks out Tullamore D.E.W. from all other Irish whiskeys. Tullamore D.E.W.’s award-winning range includes Tullamore D.E.W. Original, Tullamore D.E.W. Phoenix, Tullamore D.E.W. 12 Year Old Special Reserve and Tullamore D.E.W. 10 Year Old Single Malt.

For more information on the brand, please go to: www.tullamoredew.com Find us on Facebook: https://www.facebook.com/tullamoredew

About Tullamore:

Tullamore is a medium sized town in County Offaly, in the Irish midlands with a population of 15,000 and is approximately 100km west of Dublin. Slieve Bloom, to the north is believed to be one of Europe’s oldest mountain ranges, and to the south is Lough Boora, a vast nature reserve. The town is connected to Dublin by the Grand Canal, an old merchant waterway linking the capital city with the mighty River Shannon in the West of Ireland.

Tullamore D.E.W. is the town’s most famous export, dating back to 1829. Despite the original distillery’s closure in 1954 the town has maintained a proud association with Tullamore D.E.W. and the Tullamore D.E.W. Visitor Centre, opened in 2012, has become a popular tourist attraction.

About Irish whiskey:

Today Irish whiskey is the fastest growing sector in the spirits category, as a new generation of consumers discovers its smooth taste and accessible character.

The category has had a tumultuous past, from its heyday in the early 20th century when it was in huge global demand to being severely crippled first by Prohibition and then by Irish political instability and the Economic War with Britain.

In comparison Scotch, which was not handicapped by the same challenging trade environment, went from strength to strength and became the default import whisky of choice in large markets such as in North America and the UK.