Due North Communications Inc.

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The Due North Difference Brought to Life
Goodyear Star Choice Kilkenny Workopolis Dunlop Guinness D.F.C.
Kilkenny
Creativity in Everything We Do. Kilkenny Irish Cream Ale. The premium import beer market is one of the fastest growing segments in a relatively flat market, pardon the pun. The market is crammed with hundreds of brands. It is within the context of this ultra-competitive market that the Guinness Import Co. launched Kilkenny’s Irish Cream Ale. Kilkenny is an amber ale with a distinctively rich creamy head. It’s sold in cans in the beer and liquor stores, as well as on-tap in bars. Because it is brewed in Kilkenny, Ireland, it comes by its authentic roots honestly. True to that spirit, our advertising idea was to convey the message that “Kilkenny brings out the Irish in you.” We developed a multi-media campaign around the concept. In print and outdoor, famous works of art were altered to clutch a pint of Kilkenny, and were then “Irish-ized”. For example, Mona Lisa grew a wild mane of red hair and her eyes turned green. In radio, we heard people being Irish-ized in the most inappropriate situations, upon the memory of their first sip of Kilkenny. Jigs broke out in dental offices, Irish ballads were sung in shoe departments of malls. The campaign was a huge success, firmly entrenching the brand in the pint glasses of consumers.
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