Smithwick’s Ale Sends Irish Bartenders to US

#5 Best Sampling Program

SMITHWICK’S AMBASSADORS

AGENCY: Colangelo

CLIENT: Diageo

After brewing its ale in Ireland for nearly 300 years, Smithwick’s Irish Ale still lacked a broader awareness in the U.S.

To remedy that, integrated marketing agency Colangelo devised a catchy way to promote the brand beyond its Irish heritage and generate trial. Smithwick’s recruited four bartenders — those from Ireland, that is — to go to America to talk up the drink.

While the beer is the best selling and oldest ale in Ireland, dating back to 1710, it was still considered a newcomer in the States. It was introduced in 2004 in four East Coast markets, but parent Diageo wanted to broaden its reach in Seattle, Denver, San Francisco and Southern California.

“When you are surrounded by Goliath, you have to pick your weapon of choice,” Ben Applebaum, creative director for Colangelo, says. “Ours was honesty. The best way was to bring an Irish bartender over and have him sit down with consumers and buy them a pint.”

During the 11-week campaign, the bartenders hyped the beer by dropping by American pubs and introducing themselves to consumers and bartenders. “Blitz Nights,” when customers could sample a pint for a nickel for 17 minutes and 10 seconds — a play off the year when the ale was first brewed — were also held.

“Every great brand has a great idea,” Ted Parrack, Colangelo’s chief strategic director, adds. “You need to find a way to articulate it. You need to make it real.”

The men also traveled with distributors on account visits and worked with radio partners during Irish festivals, parades and concerts. They logged their U.S. adventures and tales on a group blog.

What resonated most with beer drinkers? The one-on-one experience with some of the Emerald Isle’s finest.

“Anyone can hand a consumer a sample, but when you have the opportunity to connect in a more meaningful way and provide a memorable experience rather than just a giveaway, you have the beginning of something special,” Richard Nichols, senior vice president, marketing director, for Diageo Guinness USA, says.

As a result, ambassadors promoted Smithwick’s message to more than 15,000 consumers and distributed more than 5,000 samples. What’s more, 95% of the people who tasted the ale bought another pint immediately after trying it. Smithwick’s also secured 121 new distribution accounts.

“The bartenders weren’t just sampling tools,” Parrack adds. “They were the embodiment of the brand’s authenticity. These people lived the brand.”

Rather than use an in-your-face marketing approach, ambassadors talked to pub goers in a relevant way, says Tom Lynch, Colangelo’s general manager. “Discovery was one of the benefits. These are beer enthusiasts and they were looking for a different kind of taste experience. This was about taste discovery and story discovery.”

For Smithwick’s, it was all about adding a special touch.

“It’s one thing to have a great pint in a pub,” Parrack says. “It’s another to have a great experience with a pint in a pub.”

IDEA TO STEAL: PAY ATTENTION TO DETAIL

“If you’ve got an idea, spend the time to take it all the way down to every part of activity,” says Ted Parrack, Colangelo’s director of strategy and planning. “If any piece isn’t on key, the music will sound bad. Make sure it all works.”