Bushmills: Holiday Campaign
THE ASK: Develop a holiday program for Bushmills Original that drives purchase while encouraging consumers to interact and share in the experiences we create for them as a brand.
THE IDEA: Over four hundred years of pioneering spirit go into every bottle of Bushmills. There’s a lot of heritage in there and its richness comes through in every sip. When the holidays arrive, there’s no better Irish Whiskey to celebrate with than the original, because everything Bushmills has learned from our past goes into giving you a better present.
Hero Creative
THE BUSHMILLS HOLIDAY TIME CAPSULE
Made with genuine Bushmills barrel staves, our 2020 limited-edition gift box literally makes pieces of our past into shoppers’ presents. A VAP option would include a set of coasters made from our barrels.
Our holiday shopper experience flows from here as it launches an immersive smartphone engagement and anchors a 360-shoppable destination.
And the experience continues…
BRINGING 412 YEARS OF WHISKEY GIFTING TO LIFE
Shoppers scan labels to launch a digital timeline that lets them explore the lighter side of Bushmills through the years in pop culture and whiskey gifting moments.
Plus, they can do a virtual tour of the distillery and track our liquid from still to bottle in hand.
Opportunity to capture email for post-purchase communication around new digital content and offers.
PRE SHOP
Rich media banners get consumers picking their gift recipients then spinning the barrel to reveal the perfect Bushmills gift.
A store locator points shoppers to Total Wine stores, and other retailers nearby, to pick up their limited edition gift box.
Sensorial Mass Displays
Shoppers approach a replica rack house decorated for the holidays that immerses them in the sights (lenticular interior) and smells (with misters!) of Bushmills where they can experience a part of our past that makes the present so exceptional.
Accessible on all sides, shoppers can quickly pick up gift boxes or dwell to drink it all in.