Tullamore D.E.W. Irish Whiskey has partnered with Philadelphia-based creative agency Red Tettemer O’Connell + Partners (RTO+P) ...
Tullamore D.E.W. Irish Whiskey has partnered with Philadelphia-based creative agency Red Tettemer O’Connell + Partners (RTO+P) to encourage everyone to be Irish on St. Patrick’s Day – because it’s more fun when people celebrate together.
The brand is inviting everyone to “become Irish” at four custom “O’Everyone” pop-up bars across the country in New York’s Grand Central Vanderbilt Hall, Chicago’s Union Station, Los Angeles’ The Grove, and Denver’s Union Station in the lead-up to St. Patrick’s Day this week. The bars will serve as the world’s first customizable Irish Pub as the activations, allowing guests to create their own T-shirts with their new Irish last name on the back and input that last name into an iPad to be seen on the bar’s changing façade. All last names become Irish with an O’ added to the front. During the event, guests will get invited to sample Tullamore D.E.W.’s finest Irish whiskey offerings, such as the Tullamore D.E.W. Original blend, offered in neat, on the rocks, in an Irish coffee, or an original cocktail.
First launched last year, the O’Everyone pop-up builds on the brand’s signature “Beauty of the Blend” campaign, says brand manager Conor Neville, spotlighting the way a diverse sum of parts yields a beautiful finished product. “Tullamore D.E.W. is built on blend—it runs through every bottle as the original triple blended Irish whiskey since 1829,” Neville says. “O’Everyone is a celebration of the brand’s belief in the spirit of blend and truly opens the Irish holiday of St. Patrick’s Day to all. We’re excited to continue and build on this platform of community and inclusivity, because it’s more fun when we can all be Irish together.”
A campaign microsite will accompany the activations, with three newspaper cover wraps driving to it. Social and OOH also comprise part of the campaign.
Agency: Red Tettemer O’Connell + Partners
President and Chief Strategy Officer: Steve Red
Chief Creative Officer & Partner: Steve O’Connell
VP Creative Director: Ari Garber
Creative Director: Frances Beuche
Copywriter: Josh Nitzschke
Art Directors: Marina Linderman, Dena Solazzo
Producers: Niall Segundo, Natalie Steffel, Steve Thompson
Animator: Brian McMicken
Group Account Director: Sonya Cooper
Account Director: Alexis Papazian
Strategy Director: Angus McCoubrey