ADVERTISING // CONCEPTUAL ART DIRECTION

Pushing the Boundaries of Whiskey

RTO+P was tasked to ideate around the idea of how to get people to notice Tullamore Dew in the one social setting where Irish whiskey isn’t the immediate go-to drink: sports.

Tullamore Dew is the second-most-popular Irish whiskey in the world, next to Jameson, but since Jameson is such a category giant, many people still aren’t familiar with the brand. To help Tullamore Dew break out into this new marketing approach, we proposed a new packaging format: shots in tiny cans. Now, you can enjoy your favorite drink without lugging around a big glass bottle to a tailgate or a watch party, the price point is lower, the format makes them more familiar for the target environment (more beer-like), and, they’re adorable. This concept was part of the larger “Fanship” campaign, all about the idea of casual bonds formed around sports.

Role: Art Director
Agency: Red Tettemer O’Connell + Partners
Year: 2019