// 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%


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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.).

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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”...

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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.

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