The ad brings homebrewers from across Ireland together with the Smithwick’s brewers – all of whom are pursuing their passion for brewing great ales.
From a husband-and-wife duo to a computer engineer, a chef to a school teacher, the 40-second light-hearted documentary-style ad celebrates the ups and downs of brewing, whether it’s an experiment at home with friends or in the brewery, the challenges and successes are shared amongst this beer-loving community.
A step-change from previous Smithwick’s campaigns, the new integrated campaign features across TV, print, digital, PR and trade press.
A further 20-second spot heroes Smithwick’s most recent innovation, Smithwick’s 4.1% ABV Atlantic Blonde Ale, on VOD from 2017.
Smithwick’s Atlantic Blonde Ale is brewed with Polaris hops for a more refreshing tasting ale.
In addition to the TV ad, a heavyweight outdoor, digital and social media campaign was planned by Carat Ireland.
“When you’ve survived the storms of history, it gives you a real sense of self,” commented Alexa Wolff, Smithwick’s Senior Brand Manager, of the new campaign, “We just want to share our passion for brewing with others who’re 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.”
The campaign also builds upon the partnership between Smithwick’s and the local homebrewing community.
In 2015 Smithwick’s joined forces with the National Homebrew Club for the first Homebrew Challenge where homebrewers all over Ireland were invited to brew a special Christmas ale and have it tasted by an expert panel. Two finalists were invited to brew their ale in the Open Gate Brewery at St James’s Gate – a first for the brewery. The Smithwick’s Homebrew Challenge will take place once again next Spring.
Smithwick’s also recently unveiled its new brand identity and packaging, featured in the new campaign, which celebrates the brand’s rich Irish heritage, its strong links to Kilkenny and brewing.
The new design was brought to life by Dublin-based Irish illustrator Peter Donnelly. The colour palette is inspired from original labels, brewery signage and pubs around Ireland.
Taking inspiration from Kilkenny’s rural setting, its impressive castle and the city’s vibrant music, culture and craft communities, the new identity also pays homage to historic beer mats, original labels and advertising from the Smithwick’s archives.
The hand-drawn typography ‘Irish Made’ has been stamped onto the label as Smithwick’s is – and always will be – a local Irish brand, stated the company.
The new design is being rolled-out across pubs and off-licences at present.