True Irish

Tullamore Dew (Irish Whiskey) launched it's new multi million dollar global brand investment called True Irish.

In what is being called a radical departure for Irish whiskey, a new global TV and print campaign features striking images and charismatic characters, evoking the true spirit of the Irish. It's being touted as both poetic and rebellious.

The campaign features posters, wall art and digital roll-out in New York, Chicago, San Francisco and Philadelphia, supported by under-the-radar events, bringing to life the Irish True Spirit. The stunning new packaging is scheduled for introduction in mid-2012.

It's a interesting article because with shows like Boardwalk Empire, you get very influential and relatable Irish characters and back story. Also with the current trendsetting whiskey Jameson, I can see why Tullamore Dew is willing to shell out extra cash to bank on the new trend.

Click here for the article.