Beyond the Obvious, launching this month, is a £3.5m campaign aimed at challenging everyday assumptions.
Two ads will be shown on TV and at cinemas, supported by print advertising. The makers hope that the campaign will entice new consumers to the brand and move the spirit into the premium category. The ads highlight the fact that the brand mixes well with its new signature drink, Jameson and Ginger. Consumer PR and below-the-line activity will also be part of the campaign.
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