This you will find interesting especially the remarks about not using TV.
Ad Age recently caught up with Harvey Purchese, senior VP-marketing at William Grant & Sons, which also markets Tullamore Dew Irish Whiskey, Glenfiddich Scotch and Hendrick’s Gin.
Ad Age: Tullamore Dew got a lot of attention recently for a short film digital ad that was praised in creative circles. Have you considered putting a version of the ad on TV?
Mr. Purchese: Not in the short term. Tullamore Dew isn’t a brand that has the budget to get above threshhold media levels in mainstream media. So we’d rather stay making a big noise where we are than [get] lost in mainstream media.
Ad Age: Did the campaign help sales?
Mr. Purchese: All I can tell you is that Tullamore Dew is growing very, very fast. We don’t have a complex analysis that links it directly back to the advertising but it certainly has been a factor.
If you look at the Nielsen data from this year’s St. Patrick’s Day, Tullamore Dew was the brand that gained the most share in the Irish Whiskey category. [The ad] certainly has been a factor in a very successful year for the brand.
