Tullamore D.E.W.’s positioning and visual articulation of Irish True has been updated to provide clarity and consistency to how they communicate. Aligned to this Tullamore D.E.W.s website needed to be modernised in line with its target consumer, and currently not all of its touch points reflect this. Put simply it presents an out dated and all too visible view of the brand.
It was time to bring Tullamore D.E.W.com into the world that ‘marc’ lives in, optimising for mobile and delivering content that fits with the brands world view and behaviour. Being a largely social brand the brand’s opportunity was to direct people to the website via social platforms to continue the conversation and engagement, as well as use this as platform to leverage the brand’s upcoming RM programme. It is also an opportunity to further integrate our brand home and to bring this experience to life.
Specifically, the design had to appeal to an international audience aged 18-34years old from the USA, UK, Ireland and continental Europe.
The design allowed content to be easy to find and naturally engaging to our target consumer with a short video/ image led approach to bring the Tullamore D.E.W story to life. The copy approach was a narrative drive; interactive and conversational tone that would lift the copy and create greater engagement.
