Born Irish heads Underground in London
Drinksology Kirker Greer-owned brand Born Irish has launched its first out-of-home (OOH) campaign on the London Underground.
Following the brand’s St Patrick’s Day campaign, Born Irish is doubling on marketing investment with an elevated presence across the London Underground.
The ‘Defiantly Dark, Deliciously Smooth’ campaign, carrying the slogan introduced for St Patrick’s Day last year, officially launched in the capital on 7 April.
Focusing on the stout-finished spirit drink, the OOH campaign delivers illuminated, ‘high-impact’ advertising across key high-traffic sites, including Waterloo, Victoria, and Paddington stations.
The Defiantly Dark, Deliciously Smooth campaign aims to challenge everything consumers think they know about Irish whiskey.
The initiative also engages consumers beyond the underground, featuring a QR code offering a 20% discount on purchases through the brand’s website.
Ali Pickering, chief marketing officer at Drinksology Kirker Greer, commented: “Born Irish Whiskey is all about ripping up the rulebook, and our first OOH campaign is no exception.
“We are making a statement in some of the busiest locations in London, ensuring maximum impact and visibility for the brand. This campaign is part of our continued investment in Born Irish, and there’s plenty more to come; expect even bigger and bolder moves throughout 2025.”
Last year, the B Corp-certified company Drinksology Kirker Greer took its Ukiyo Tokyo Dry Gin to the London Underground.
In January, industry veteran Gordon Buchanan joined Kirker Greer to drive the company’s strategic global growth.
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