I had one piece of communication at my disposable, a remarkable TV ad that was prohibited from airing on Irish TV that inspired all the campaigns around the brandhttp://www.youtube.com/watch?v=-1q4PJCcNEM

After Dark

• Cinema

•Outdoor

•Trade press

•Ontrade promotions

•Trade incentives

•Little Black Books

•Tia Maria Blind Date Ball

•Sponsorships

•Drip mat competitions

How I moved Tia Maria from after dinner to a mainstream choiceBACKGROUND

A long established after dinner liqueur Tia Maria 17% abv had a steady annual volume of 19,000 9l cs in the Irish market. Advertising materials produced in larger markets were available for use in the Irish market.

STRATEGY

Activities focussing on young independent minded women featuring outdoor campaigns, cinema, pub and off license promotions. The essence of all communications being the edgy and exotic nature of the brand.

RESULTS

Within three years Tia Maria volumes grew to over 80,000cs per annum giving Ireland the highest global per capita consumption.

Repackaging Clontarf Whiskey to take on the global marketBACKGROUND

The global whiskey market is approx 400m 9l cs, Irish whiskey accounts for only 1%; the rest is scotch. Jameson has driven large year on year growth for Irish whiskey with sales of over 2m cases per annum. The main limitation to the global market opportunity is certainty of supply.

STRATEGY

To reposition the Clontarf brand with an identity that allows it be a player on the world stage. Using traditional whiskey cues to develop packaging in line with the competitive set taking advantage of Clontarf’s long term supply contract with Pernod Ricard

RESULT

Castle Brands, the brand holding company is now quoted on the American stock exchange its two major brands being Boru Vodka and Clontarf Irish Whiskey.