Work

Strategy presentations, on top of being confidential, also don’t make for very interesting viewing. The work they lead to, on the other hand, does. Here are some highlights from seeing strategy turn into campaigns from my time with Dead As You Know It and Phear Creative (now Night After Night). Credit and much appreciation goes to the first class creative, and production teams that worked together to bring each strategy to life.

Jameson Irish Whiskey: The Spirit of the Neighborhood CAMPAIGN

Bartenders and neighborhood bars where they reign are at the heart of the Jameson brand. Our SPIRIT OF THE NEIGHBORHOOD campaign turned the conventional ‘talk about yourself’ approach on its head and instead focused on the places and people that exemplify the values and associations of the Jameson brand.

The Result: Jameson sustained a 15%+ year-to-year volume growth over 6 years and Jameson became the #1 preferred shot of bartenders nationwide. TV & digital content, print, digital/social campaigns, advocacy, promotions, retail.

JAMESON IRISH WHISKEY: DRINKING BUDDIES CONTENT PROGRAM

Fewer things taste better than a Jameson chased with your favorite beer. But Jameson and the craft beer share more than a bar napkin; they both embody unpretentious craftsmanship, an independent spirit and a dedication to their communities. For this reason, we developed the Jameson Drinking Buddies program where Jameson partnered with a number of locally influential craft brewers across the country, brought them to Ireland, and sent them back with used Jameson casks to make beer in.

The Result: the program increased Jameson’s craft credentials, improved brand perception, and drove conversion and trial. Content program, digital/social campaigns, local events, advocacy, retail.

JAMESON CASKMATES: PRODUCT INNOVATION

However, we weren’t done. When the brewers were finished making beer in their Jameson casks, they sent their casks back to Ireland where Jameson used them in turn to create a new type of Jameson. The result: Jameson Caskmates, an incredibly smooth line of Jameson whiskey, seasoned in craft beer barrels, that highlights the shared values of both communities and allows Jameson to support and appreciate the influential people who make their neighborhoods what they are.

The Result: Since launch, Jameson Caskmates has doubled in volume each year and was recognized as the #1 new spirit brand of 2016. Content program, digital/social campaigns, local events, advocacy, retail.

JAMESON IRISH WHISKEY: LONG LIVE THE SHOT

When we started working with Jameson there were 9 other Irish whiskeys available nationally. Four years later, there were hundreds. We wanted to reach all the new whiskey drinkers entering the market, but needed to do so in a way that wouldn’t violate the trust we had with current Jameson loyalists, who loved the brand precisely because it was unstated (like themselves). The solution was a subtle and innovative 3D digital campaign that broke the fourth wall in a characteristically cool way that reminded whiskey drinkers the best way to drink a Jameson, whether its St. Patrick’s day or every (other) day: neat, and with a lot of friends.

The Result: Jameson increased brand value and occasion scores with current consumer, increased trial and conversion with new drinkers.

J.P. Wiser’s Canadian Whisky: Make The Wiser Call

J.P. Wiser’s is Canada’s #1 whisky brand, but they were virtually unheard of in the lower 48. We changed all that with a content campaign for broadcast & digital built around an extensive media partnership with ESPN Fantasy Football. Targeting ‘Regular Guys’, the ‘Make the Wiser Call’ campaign is built on the insight that guys take pride and bond over using their cleverness to ‘win’ in--even the most mundane and low-stakes situations. The success of ‘Make the Wiser Call’ depends on tapping into the truth that sometimes epic moments of an unepic scale are necessary to keep the good times rolling with your friends—for instance, when you are out at a bar watching the game with friends. To amplify the campaign, we developed longer form ‘Sportscenter’-type analysis spots, complete with sportscasters, to run digitally alongside the :30 spots to drive awareness, and a few more zingers, home.

Wiser’s Call of the Week’ Sportscenter Spots : ESPN Digital Content

PADDY IRISH WHISKEY: SLEEP WHEN YOU’RE 30

Paddy Irish Whiskey was once the most popular whiskey in Ireland, but in the past several decades the brand had grown a bit dusty and relegated to the back shelf for the old timers. We were tasked with updating the brand for a 20-something audience who considered Fireball to be ‘whiskey’. Tapping into the insight that 20-somethings are in the midst of writing the story of who they are, we encouraged them to bring Paddy along for the ride as the perfect companion for any party starter. ‘Sleep When You’re 30!’ harnesses all the energy, excitement and party till the sun comes up optimism that defines this target. The work included a total repositioning, architecture for two flavored line innovations, a full social/digital, tasting, experiential and OOH campaign in young cities across the country.

PIKE CREEK WHISKY: CRAFTED BY THE ELEMENTS

In a world over-run by mass-produced commodities, people attach great value to goods developed using natural, traditional processes. Pike Creek fits this target to a T, as it is aged in an open-air warehouse where the dramatic changes in temperature from summer to winter and back again is instrumental to the aging process and gives Pike Creek it’s unique taste. To illustrate that, we created a stop-motion spot showing how Pike Creek ages aged to perfection in the care of the elements, meaning each small batch is hand-stamped by the cold Canadian winter and steamy summer heat. The result is a whisky that not only is made in Canada, but we like to say it is made by Canada.

THE BRONX BREWERY: RESEARCH, REPOSITIONING & #SUMMERDONERIGHT

True to their birthplace, the Bronx Brewery is a no-nonsense, work hard, play hard operation. But when they began to grow, they reached out for help. We did an in-depth study of the tri-state craft beer drinker and encouraged them to take even more ownership of their Bronx identity with a new no-nonsense positioning that turned on the insight that while the Bronx as a borough suffered from some negative associations, as a Brewery born and raised there it gave them tremendous street cred both in the Bronx and beyond. Keeping with their DIY ethos, we created a dynamic sidewalk chalk-style OOH campaign that plastered New York city in custom chalk designs that all gave the exact distance from their location to the Bronx Brewery, reinforcing the close proximity of the brewery to all of its distribution points and doubling down on the “made local” trend. We launched their much anticipated Bronx Summer Ale with the #summerdoneright campaign, and rolled it out through a mix of local influencer partnerships, PR, tasting events, music experiences, OOH, and digital/social.

The Result: 40% YOY-growth (double the craft industry average).

The Billion Oyster Project & The Brooklyn Brewery: The Billion Oyster Saison

One of the funny things about New York City is that most people don’t even realize how close they are to the water, all the time. As an organization dedicated to restoring New York Harbor, the Billion Oyster Project was determined to change that, and with the assistance of McNamara Strategy—partnered with the Brooklyn Brewery to produce a special Billion Oyster Saison. A percentage of the proceeds went to the Billion Oyster Project, and the brew was launched at the annual Billion Oyster Fundraiser before being sold in the tri-state area.

Pendleton Whiskey: Let’er Buck Repositioning & Campaign

Pendleton whisky is named after the Pendleton Roundup, one of the most prestigious rodeos in the world. It had recently changed hands, and the new owners wanted an identity that built off its heritage but that would appeal to a broader, younger consumer than in the past. We explored the crossover appeal and potential of the brand and repositioned Pendelton as a premium ‘rodeo’ whisky made universally for those who live for heart pounding, high energy experiences that fire their competitive spirit and fuel their lust for life. The digital and experiential campaign reinforces the brands bonafides as standing for  the Cowboy Spirit of Living Boldly, Drinking Well and Savoring the Moment in a way that reengages loyalists and recruits the bold and curious.