Lambay Legends | Lambay Whiskey

Bringing the legends of Lambay to the USA

Intro

Lambay Whiskey is a portfolio of whiskeys that bring a unique cognac cask finish to the Irish whiskey category.

Launched in the USA & Ireland in March 2018, Lambay Whiskey has continued to grow and is now available in over 35 countries and 10 Duty-Free shops around the world.

The US market, a key market for Irish Whiskey, was Lambay’s key priority for March & St. Patrick’s Day in 2019.

Pluto were tasked with leveraging the brand as an Irish whiskey with a difference, in both off-premise and on-premise accounts, with a US activation concept. We created both a physical and digital toolkit that invoked a sense of curiosity and fun around the brand, our focus was to drive brand awareness and encourage consumer reaction by offering a fantastic prize – a chance to win a once in a lifetime trip to Ireland for one week including a visit to their private island – Lambay.

Objectives

 

1. Create a fun and engaging activation for St. Patrick’s Day 2019, helping Lambay stand apart from competition and reflect the values and character of the brand.

2. Inspire and connect with customers directly across their social media channels – encouraging engagement to increase Lambay Irish Whiskey’s brand recognition within the US market.

Execution

On-site toolkit in 9 US States

We created both a physical and digital toolkit that brought a sense of curiosity and fun to over 250 on-premise accounts and over 150 off-premise accounts across nine states in the United States during March 2019.

Lambay Island is a place of “mystery, curiosity, eccentricity and legendary stories” – so our campaign narrative was formed around taking your place amongst the legends of this island , The Legends of Lambay. We created a suite of ‘Legend’ style Irish mythology and folklore props in the illustrative sketchy style of the brand. The props represented key stories affiliated to the island and the brand ie: Wallabies (seriously), Moustache, Top Hat.

These were produced as toolkits that allowed bar accounts and consumers to play, engage and immerse themselves in St Patrick’s Day, the Lambay Way.

 

Digital Rollout

We knew that to make a splash across the pond, we needed to get creative! Using the assets we made for the physical toolkit, we created bespoke animated GIFs and branded GIPHY channel. Using GIPHYs Instagram integration, we found the winning competition mechanic to drive engagement and turn everyday folk into Lambay Legends!

To enter the competition, Instagram users and pub patrons needed to snap a picture of themselves for their Instagram stories, and get creative with branded stickers and tag the Lambay USA Instagram page. Page takeovers for the brand website and USA Instagram feed were consistently fed by the competition and entry mechanic.

In addition, the brand Instagram feed saved all stories / entries on the brand Instagram highlights feed, sharing #LambayLegends across all markets.

Results

The results garnered far surpassed client expectations, and cost exactly €0 to set up. 

The competition spread like wildfire across social resulting in countless pieces of organic, user-generated content. To date, the campaign has reached nearly 8 million Instagram users and continues to grow every day.