Tullamore D.E.W.’s O’Everyone Campaign Invites Anyone to Be Irish
Grace Mahas — March 3, 2021 — Marketing
References: oeveryone
With St. Patrick's Day nearly upon us, Tullamore D.E.W. Irish Whiskey is bringing back its annual 'O’Everyone' campaign that celebrates the power of coming together in celebration. The ad pays homage to the global reach of St. Patrick's Day (which is now celebrated in more countries and by more people than any other national holiday) and invites "any and all" to become Irish this St. Patrick's Day.
“We couldn’t think of a better way to celebrate this St. Patrick’s Day than with a good laugh, great whiskey and lending a hand to the bars and bartenders who need our support now more than ever,” says Conor Neville Senior Brand Manager Tullamore D.E.W. Irish Whiskey. “The O’Everyone Campaign is our way of saying, there is always common ground, and we hope our gesture will inspire all to celebrate St. Patrick’s Day the way it’s meant to be celebrated; together.”
To kick off the campaign, Tullamore D.E.W. Irish Whiskey welcoming one California resident to legally change their name from "Jameson" to "Tullamore” – joining the Tullamore D.E.W. family in a gesture of solidarity. The brand will match this gesture by treating the newest member of the Family to a once in a lifetime St. Patrick’s Day experience this March 17th.
Moreover, from March 16th to 17th for every “Jameson” who shows they’ve changed their name to “Tullamore” on social media, Tullamore D.E.W. will donate $100 to 'Another Round Another Rally,' a charity supporting America’s hospitality workers, as part of the brand's $50,000 contribution to help the industry.
“We couldn’t think of a better way to celebrate this St. Patrick’s Day than with a good laugh, great whiskey and lending a hand to the bars and bartenders who need our support now more than ever,” says Conor Neville Senior Brand Manager Tullamore D.E.W. Irish Whiskey. “The O’Everyone Campaign is our way of saying, there is always common ground, and we hope our gesture will inspire all to celebrate St. Patrick’s Day the way it’s meant to be celebrated; together.”
To kick off the campaign, Tullamore D.E.W. Irish Whiskey welcoming one California resident to legally change their name from "Jameson" to "Tullamore” – joining the Tullamore D.E.W. family in a gesture of solidarity. The brand will match this gesture by treating the newest member of the Family to a once in a lifetime St. Patrick’s Day experience this March 17th.
Moreover, from March 16th to 17th for every “Jameson” who shows they’ve changed their name to “Tullamore” on social media, Tullamore D.E.W. will donate $100 to 'Another Round Another Rally,' a charity supporting America’s hospitality workers, as part of the brand's $50,000 contribution to help the industry.
Trend Themes
1. Inclusive St. Patrick's Day Celebrations - Other brands can follow Tullamore D.E.W.'s lead and promote inclusion in their St. Patrick's Day campaigns by celebrating diversity and togetherness.
2. Charity Donations as Part of Marketing Campaigns - Charitable contributions, like Tullamore D.E.W.'s $50,000 donation to 'Another Round Another Rally,' can be integrated into marketing campaigns to support social causes and build brand loyalty.
3. Brand Collaborations with Hospitality Industry - Brands can support the hospitality industry, like Tullamore D.E.W. did, by partnering with bars and restaurants to promote their products and donating part of the profits to industry charities.
Industry Implications
1. Alcohol Industry - Alcohol brands can promote inclusivity and diversity in their marketing campaigns and support the hospitality industry.
2. Hospitality Industry - Bars and restaurants can partner with alcohol brands to create promotional campaigns that support industry charities and bring in new customers.
3. Charity Industry - Charities can seek partnerships with alcohol brands to increase their donations and raise awareness for their causes through marketing campaigns.
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