// CAMPAIGN Bushmills Brothers Since Way Back
// CHALLENGE Boost sales and make the Bulgarian whiskey drinkers choose Bushmills Whiskey over its competitors
// INSIGHTS Creating emotional connection through Bushmills Brothers platform in ATL/PR/Digital, while keep communicating functional message on a BTL level
// SOLUTION A multichannel campaign including outdoor, digital, social and PR showcasing the brand’s independent personality in a way that would engage and appeal to 18-34 year old consumers
// RESULT Bushmills has unprecedentedly blown away competition, achieving 33.7% market share in Irish Category on MAT level in value compared to Jameson with 33% and Tullamore Dew - 30.3%
The campaign in Bulgaria expanded to 5 key cities with more than 140 out-of home unconventional ads (wrapping-up of whole buildings, blind walls, underground branding, etc.).
Bushmills in Bulgaria today is second strongest on-trade whisky brand in the capital following closely the market leader in imported spirits Johnnie Walker Red Label. It is among the first few markets world-wide to implement at full scale the new Bushmills Brothers campaign, by capturing 3 couples of local talents along with the global ones: Chromeo and Bon Iver, who are not only influencers shaping pop-culture, but close friends in life, perfectly personifying the brand slogan: “BUSHMILLS marks authentic camaraderie”...
The brand was in constant open dialogue with consumers as a contemporary brand should behave, providing the platform with relevant local content. Bushmills Bulgaria FB page became the biggest Bushmills local market page with over 50k of fan base in a country with a population of a little over 7 million people.