One of Ireland’s oldest ales, Smithwick’s, is launching its new television ad, ‘We’re in it, for the love of it’ this weekend. The ad builds on the partnership between Smithwick’s brewers and the local brewing community to show their shared passion for brewing great ales.
Featured in the new campaign, Smithwick’s is also unveiling its new brand identity and packaging, created by Design Bridge. The brand identity celebrates the brand’s rich Irish heritage and its strong links to Kilkenny brewing, and will roll out to pubs and off licenses in the coming weeks.
The ‘We’re in it, for the love of it’ campaign, which was created by Adam&EveDDB and Irish director Luke Franklin at Sweet Media, will feature across TV, print, digital, PR and trade press. The 40’ TV spot follows homebrewers from all across Ireland who simply love brewing.
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A further 20’ spot will celebrate Smithwick’s most recent innovation, Smithwick’s Atlantic Blonde Ale, on video-on-demand from 2017.
In addition to the TV ad, a heavy-weight outdoor, digital and social media campaign is planned by Carat Ireland.
Commenting on the new campaign, Alexa Wolff, Smithwick’s Senior Brand Manager said: “When you’ve survived the storms of history, it gives you a real sense of self. We just want to share our passion for brewing with others who are on the same journey. This campaign celebrates just that - the ups and downs of brewing, whether it’s an experiment at home with friends, or in the brewery.”
Ms. Wolff went on to say: “Over the centuries, Smithwick’s has survived fires, floods, penal laws, wars and revolutions, but the passion and resourcefulness of Smithwick’s kept the business alive for centuries. Now each bottle of ale tells a chapter of the rich Smithwick’s story, establishing a clear identity for Smithwick’s today based on the brand’s steadfast resourcefulness, its commitment to the art of brewing, its proud Irish roots and its strong links to Kilkenny.”