The world’s second-largest Irish whiskey brand, Tullamore D.E.W, has released a new extension of their “Beauty of Blend” global campaign in the US that extols the virtues of blending, of breaking down barriers, of embracing and celebrating the beauty of us all.
Within a poem, the brand explains why things are better when blended together. They ask us to forget our differences and focusing instead on the things that unite us. Further, the add goes on point out that the rules should really be relative and we should never forget that, after all, we’re are all relatives.
The campaign features digital, social and out of home advertising including a multi-panel digital screen display in New York’s iconic Times Square. Longer form video assets will also appear across mediums in both 30 and 60-second iterations on YouTube, streaming services and video-on-demand platforms.
Beauty of Blend was shot by the acclaimed director Valentin Petit through Division Paris. To create the voiceovers in the piece, the brand enlisted the help of up & coming MC artists and poets, asking them to express their own unique interpretation of the power of blend.
For the U.S. campaign, Tullamore D.E.W. worked with Genesis Elijah, a UK-based spoken word artist who lent his voice to narrate the piece as a single bottle of Tullamore D.E.W. is passed between people in different places and cultures to show the connective thread that exists in us.
Global Brand Director, Chin Ru Foo said, “Tullamore D.E.W. is on a mission to encourage the world to blend. What is true of our whiskey, we are a blend of three types of different Irish whiskeys, we also believe is true of humanity. When we blend with other people and ideas, then we become richer as individuals and in turn, the world becomes a wiser, richer and more open place”.
Chin Ru Foo, added; “Our ambitious vision is reflected in the major investments we’ve made in our brand home. Our state-of-the-art distillery combined with our quality liquid and exciting campaign idea puts us in a great position for further growth. This is the start of an exciting year for the brand so watch this space.”
Within the spirits category, Irish whiskey is one of the fastest-growing in the world and Tullamore D.E.W. is the world’s second-largest Irish whiskey. Brand owner, William Grant & Sons have ambitious plans for the brand, having already invested over $100 million in a state-of-the-art distillery.
To help bring the message of Beauty of Blend to life in the run-up to St. Patrick’s Day the brand will also continue its successful O’Everyone initiative in the US, in which everyone can be Irish for the holiday – maintaining the brand identity of inclusiveness and community.
For more information about Tullamore D.E.W. Irish Whiskey and the “Beauty of Blend” campaign please visit tullamoredew.com
