Marketing news: Dew mixes rough with the smooth

Tullamore Dew’s new television and press campaign contrasts images of a wild, stormy, beautiful Ireland with the warmth and welcome of a typical Irish country pub, with the pay-off line, “Rough Country, Smooth Whisky”.

The campaign will run in the brand’s most important European markets, including Germany, Sweden, Denmark, Bulgaria and the Czech Republic. It will be supported by a dedicated press campaign in selected markets, featuring in high-profile titles such as Stern and Spiegel in Germany.

Ann O’Leary, Tullamore Dew’s marketing manager, says, “We’re confident that this intelligent, sophisticated and subtly aspirational campaign will give Tullamore Dew a substantial boost in its key markets, and early feedback is already positive. The brand is currently outperforming both the sector and our competitors, and we have every expectation that it will continue to grow in the coming months.”

© db July 2006