We loved it. And, as it turned out, Boru's main product attribute (apart from being from Ireland) is that it's triple-distilled. An attribute that helped us to latch onto the concept of "clarity" as sort of the anti-B.S. positioning. Once that was in place, the campaign flowed like a Boru-tini: Boruisms. Little gems of wisdom, aphorisms that represent "clarity from Ireland." So much fun to write.
The campaign was a blast to work on and it won a bunch of awards, got a lot of press, and sales went up nearly 500%.
Not too shabby. Here below is some of the work: