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Tullamore D.E.W launches Africa-wide campaign to highlight why its Whiskey is 3XBetter


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

Shaun Stemmet, Brand Manager for Tullamore D.E.W at RGBC 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 the fastest growing Irish whiskey globally, and why it is #3XBetter than other Irish whiskeys currently available. “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.”

The #3XBetter campaign includes large format outdoor media, as well as below-the-line on and off trade point of sale material that demonstrates 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.”

tullemore Tullamore D.E.W launches Africa wide campaign to highlight why its Whiskey is 3XBetter

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 and double again to 24 million cases by 2030. The African market remains one of the primary 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 Stemmet.