Bushmills
Posted on Saturday, 8 October
Integrated Campaigns
Pernod Ricard
Fly Communications
2004-05
Copywriting
The task
Refining brand position and stimulating sales.
The challenge
In an increasingly competitive market, Bushmills needed to clarify their positioning.
The key
Emphasis on legacy led to the launch of The 1608 Society, a new brand affinity group that was reinforced via multiple touchpoints — primarily Web, e-mail, direct mail and events. Consistent voice supported the legacy narrative across channels.
