Powers Irish Whiskey
The challenge
Since 1791, POWERS Irish whiskey has long been celebrated for it’s strong history and bold character. The POWERS family set the tone early: make the right call with your people, your barley farmers, and your customers. Establish your principles, and they’ll guide you through the centuries. For over two centuries now, POWERS has been all about the finer cut and the bolder flavour.
A beautiful new bottle was developed with the Powers diamond ‘P’ now proudly front and centre on the new packs symbolising all the history of this great whiskey. The new bottle is inspired by the pot still silhouette from the brand’s home at John’s Lane Distillery in Dublin.
Our Last 3 Feet challenge was to create an exciting new POWERS Brand World that leveraged these powerful values and extend them across multiple flavour variants to drive brand recruitment and advocacy.
The work
Armed with the stunning new bottle and unique diamond shaped label we were tasked to create a new BTL global brand world. Our new BTL design strategy focussed on establishing rules and key visuals that would be the pillars of the new brand world at point of purchase.
Focussing on key elements like the pot still bottle shape and diamond label, our aim was to bring these assets to life in a contemporary and cohesive way that would appeal to new whiskey drinkers whilst retaining it’s existing loyal customer base.
The impact
The dynamic new Last 3 Feet toolkit for POWERS Irish Whiskey underpins recent innovation for the brand as it seeks to reach and inspire whiskey drinkers around the world and continue the Irish whiskey renaissance.
With the new pot still bottle as the focal point for all new branding elements we successfully pushed forward new thinking and developed key visuals using the new copy ‘Bold Character Bottled’ across OOH, In store and On Trade touchpoints. The campaign saw significant improvement in both brand visiblity and increased brand awareness and cut-through among the target audiences.
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