Bushmills is out with a new campaign from agency Virtue to reach a younger audience for the liquor brand's Red Bush whiskey.
The "Red.Set.Go" creative follows a group of millennials as they run through the streets of Ireland from dusk to dawn against the punk rock single “Louder” by Kid Karate.
"We want to show the raw and electrifying Ireland that sets us apart from the romanticized vision of the country that is far too often portrayed,” says Jess Toye, creative director, Virtue. “The sounds, the set, the people represent the real Belfast and convey the excitement and energy of the city.”
The ad will appear across digital and social channels as well as TV beginning in mid-January.
Red Bush will launch a live music series in summer 2019. This experience will bring Ireland's "high-energy, loud and gritty sound" to the U.S. for fans to experience in a whole new way, explains Jeffrey Schiller, brand director, Bushmills Irish Whiskey, adding the concerts will launch in NYC.
This campaign coincides with Bushmills' plans to invest over $77 million over 2019 to double production capacity over the next five years and meet the increasing demand for the entire portfolio.
Red Bush launched in March 2017 and is now one of the fastest growing new Irish whiskeys on the market, growing 96% in volume over the past year, according to Nielsen.