Who wouldn’t want to get brown spirits fans thirsty for a buttery smooth new Irish Whiskey – no less, one from Celtic punk rock legends The Pogues? Especially with whiskeys of the Irish variety fast-becoming the Next Big Thing among trendsetting Millennial tipplers. But there was a catch. Those highly coveted Millennials were but wee laddies and lassies during the band’s 80s and 90s heyday.
Rather than spending precious time and budget to first introduce the band to a new generation, we focused on what mattered most: the spectacular liquid inside each bottle. To that end, we challenged influential Millennial-geared outlets to forget about the
Within four months of launch, our campaign had earned 250+ million impressions (nearly all raving about craftsmanship and quality ingredients) in laser-targeted outlets: Maxim, Vice, InsideHook, GQ, Marie Claire and The Wall Street Journal among them, plus distribution-building trade coverage in industry arbiters Shanken News Daily, Bar Biz and others. And for bread-and-butter, back-in-the-day band fans – who happen to enjoy their dram of whiskey, thank you – an interview with band members on Sirius XM’s New Wave station that aired multiple times topped things off in style.
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