Powers launches new TV campaign

Filmed on location at Kehoe's on South Anne Street, Dublin, 'Now you're talking' is part of a 500k marketing campaign for Powers

Powers Irish Whiskey has announced details of its newest advertising campaign which was launched this month. The ads, developed by McConnells Advertising, were shot in Kehoe’s on South Anne Street in Dublin, which truly encapsulates the personality of the brand.

The new campaign, entitled ‘Now You’re Talking’, is the next step on from the current Powers ‘Pure Gold’ advertising that has been running successfully since 2007.

The advertising idea takes the ‘unsaid’ conversational style that exists among Irish men who know each other well and combines it with reportage style photography to cement Powers at the heart of male friendships.

Emma Donnellan, brand director Irish Distillers, said of the new campaign: “Only an authentic Irish whiskey like Powers could as accurately reflect this quintessentially Irish male conversation style. The new advertising communicates real moments among friends that are typical of Powers’ consumers, where a lot can be said without saying too much.”

The ads will run in national and regional press, as well as outdoor nationwide and form part of an integrated marketing campaign for Powers supported with a €500k spend.

Powers is the number two selling whiskey in Ireland, selling around 1.5 million bottles last year. It is regarded as the classic Irish whiskey, recognised by whiskey connoisseurs as being of superior quality due to its high pot-still content.

Sign Up for Drinks Industry Ireland

Get a free weekly update on Drinks Industry trade news, direct to your inbox. Sign up now, it's free