The Ask
With the Whiskey category growing but Powers in decline, Powers wanted to reaffirm themselves as the original Irish Coffee through a compelling in-store campaign.
The Insight
Making an Irish Coffee is laborious - it takes time and effort to follow a quality recipe.
The Idea
Irish Coffees may be hard to make, but there’s one step of the process that’s easy: choosing the right whiskey.
Team:
Creative Director: Cormac McCann
Copywriter: Susan McGing
Designer: Stephen Lee
Motion Graphics Designer: Cesar Gomez
Account Managers: Becca Simmons, Conor O’Raghallaigh
Results:
Winner of APMC Silver Award: Best Shopper Marketing
Winner of APMC Silver Award: Alcoholic Beverages & 0.0 Alternatives
There were over 3,000 entries in the competitions ran across the retailers; Powers’ best performing competition they have ever run.