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Win a Car - The Jupiter Drawing Room

Bushmills

Issue 12 | September 2009

Background

Bushmills is an Irish whiskey and was a relatively new brand in South Africa. The Jupiter Drawing Room was asked to get more people sampling the product.

Though a promotion was called for, the communication had other objectives beyond driving trial. First, the campaign needed to reinforce the brand strategy of “true character”. Second, it needed to reflect the craftsmanship and 400-year heritage of the brand. Third, it needed to stand out against the plethora of advertising and POS in bars and bottle stores.

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