To position the newly launched Natterjack Irish Whiskey as a high-end premium quality Irish Whiskey with a difference and ensure it stood out from traditional and more recognisable brands.
We devised a highly targeted, integrated campaign which aimed to build intrigue and speculation amongst key media and influencers. Through strong media profiling of Natterjack’s founders we shared the compelling story of how Natterjack Irish Whiskey came to be and amplified the core message that Natterjack is without doubt ‘Whiskey done differently’.
In addition to achieving mass awareness amongst the target audience, we ensured cut-through for the launch in both mainstream media and key trade publications over the launch period such as the Sunday Business Post, Irish Times, Irish Independent, Lovin Dublin, Licensing World, The Cask, and Drinks Industry Ireland. Domestic on and off trade sales surpassed sales targets by 200% within 6 weeks of launch.