Island’s Edge - "It’s better, less bitter"

Publicis Dublin

Publicis Dublin Dublin, Irland

Awards

9731

Marke: Island’s Edge
Länder: Irland

Werbende: Heineken

Titel	It’s better, less bitter
Agentur	Publicis Dublin
Kampagne	It’s better, less bitter
Werbende	Heineken
Marke	Island’s Edge
Datum der ersten Ausstrahlung/Veröffentlichung	2022 / 11
Geschäftsbereich	Bier, Cidre
Story	Irish people love the idea of drinking stout, but they don’t always love the taste of it. So, Heineken developed a new Irish stout to please more Irish palettes. They called it Island’s Edge. Just one tiny obstacle in the way - a not so little brand called Guinness! So how do we get drinkers to start ordering Island’s Edge in Ireland without feeling that they’re going to be laughed out of the pub?We needed to arm drinkers with a response to the question, “what are you drinking that stuff for?” The answer lied in the core product truth. It’s less bitter. So we created a campaign saluting people who also leave the bitterness behind…or try to. And in turn it resonated with a new kind of stout drinker, less traditional, more optimistic, less likely to be found drowning their sorrows at the bar
Medientyp	Interaktiv
Länge	60 seconds
Produktionsfirma	O Positive
Creative Director	Gerard Roe
Creative Director	Peter Dobbyn
Texter	Paul O’Loughlin
Planungsleiter	Chloe Hanratty
Strategieplaner	Denisse Achata
Produktionsleitung	Niamh Skelly
Produzent	Claire Boylan
Kaufmännischer Geschäftsführer	Sinead Dennis
Etatdirektor	Ruth McCormack
Kundenbetreuer	Cormac Dooley
Regisseur	David Shane
Assistant Director	Michael Clancy
Executive Producer	Ralph Laucella
Executive Producer	Marc Grill
Produzent	Nell Jordan
Direktor Fotografie	Sebastian Blenkov
Produktionsfirma	Saturday Films
Medienagentur	Dentsu BLD Europe Group
Strategy Director	Dael Wood
Media Account Director	Amy Jope
Media Account Director	Kieran Lynch