‘Everyone is Irish’ in Tullamore Dew’s latest campaignBy Owen Bellwood
Irish whiskey brand Tullamore Dew has unveiled its O’Everyone campaign to celebrate the way “everyone is Irish on St Patrick’s Day” (17 March).
To launch the on-trade-focused campaign, Tullamore Dew partnered US-based Irish digital media company IrishCentral to take over non-Irish bars and restaurants across the US and transform them into Irish-inspired mashups.
Participating venues will be given new names, logos and menus throughout the weekend of St Patrick’s Day, 15-17 March.
In New York, chef JJ Johnson’s Caribbean/American concept Gibson + Luce will become O’Johnson’s and French Champagne spot Flute Bar will become O’Flute’s. Meanwhile, in Los Angeles, Santa Monica’s Mexican standby Gilbert’s El Indio will become O’Gilbert’s and Indian eatery O’Bombay’s will showcase Irish stout and curry fusion foods.
Tim Herlihy, national ambassador for Tullamore Dew, said: “If you don’t have an ‘O’ in your last name, we’re here to give you one and say anybody can be Irish on St Paddy’s Day.
“We’re proud to be working with this killer group of talent from all backgrounds in the food and cocktail world, and we’re excited to celebrate with everyone on our favourite holiday of the year.”
As part of the O’Everyone campaign, the brand has created t-shirts that can be customised to add an ‘O’ to imbibers’ own names.
Michelle Hanley, manager of brand partnerships at IrishCentral, said: “America is quickly becoming a melting pot of ex-pats from all over the world, and we feel that O’Everyone reflects the fact that today you’re you, but on St Patrick’s Day you can be an adopted member of the Irish community.”