Island’s Edge - "It’s better, less bitter"

Publicis Dublin

Publicis Dublin Dublin, Ireland

Awards

9745

Brand: Island’s Edge
Country: Ireland

Advertiser: Heineken

Title	It’s better, less bitter
Agency	Publicis Dublin
Campaign	It’s better, less bitter
Advertiser	Heineken
Brand	Island’s Edge
Date of First Broadcast/Publication	2022 / 11
Business Sector	Beers, Ciders, Lagers
Story	Irish people love the idea of drinking stout, but they don’t always love the taste of it. So, Heineken developed a new Irish stout to please more Irish palettes. They called it Island’s Edge. Just one tiny obstacle in the way - a not so little brand called Guinness! So how do we get drinkers to start ordering Island’s Edge in Ireland without feeling that they’re going to be laughed out of the pub?We needed to arm drinkers with a response to the question, “what are you drinking that stuff for?” The answer lied in the core product truth. It’s less bitter. So we created a campaign saluting people who also leave the bitterness behind…or try to. And in turn it resonated with a new kind of stout drinker, less traditional, more optimistic, less likely to be found drowning their sorrows at the bar
Media Type	Digital
Length	60 seconds
Production Company	O Positive
Creative Director	Gerard Roe
Creative Director	Peter Dobbyn
Copywriter	Paul O’Loughlin
Head Of Planning	Chloe Hanratty
Strategic Planner	Denisse Achata
Head of Production	Niamh Skelly
Producer	Claire Boylan
Business Director	Sinead Dennis
Account Director	Ruth McCormack
Account Manager	Cormac Dooley
Director	David Shane
Assistant Director	Michael Clancy
Executive Producer	Ralph Laucella
Executive Producer	Marc Grill
Producer	Nell Jordan
Director of Photography (DOP)	Sebastian Blenkov
Production Service Company	Saturday Films
Media Agency	Dentsu BLD Europe Group
Strategy Director	Dael Wood
Media Account Director	Amy Jope
Media Account Director	Kieran Lynch