Powers whiskey is often referred to as Ireland’s Whiskey having been for most of the time since it’s birth in 1789 the defacto whiskey poured in bar’s, parlour’s and living rooms across Ireland on any occasion imaginable.
Unfortunately Power’s had become recessive in people’s minds especially in light of some serious investment on behalf of its competitors. Most worryingly younger whiskey drinkers knew little of its quality.
Our problem was further complicated by that fact that spirits advertising is very restricted in Ireland with no broadcast media allowed. Large Format print was decided as our canvas.
We knew it was a whiskey of great quality – our task was how to let people know.
We decided we needed to shine a light on these qualities and created advertising that demanded that people look again at Power’s Whiskey and it’s great qualities. So our daringly simple idea became ‘Discover the authentic quality of Powers Whiskey’
Combining insight and research we gleaned the key qualities of Powers that we knew our audience would respond to, and after crafting several layouts we enlisted one of the world’s top still life photographers, Marcel Christ, to shoot them.
The results were a series of five dramatic adverts that immediately arrested and engaged the viewer and dramatically improved every key attitudinal metric towards the brand, whilst not unimportantly reversing a long-term sales decline.
Great work that gleaned ICAD’s, NNI press advert of the Month and Shark’s nomination’s – that worked.