Borrisokane home brewers in Smithwick's ad

Home brewers Maurice Deasy and Mark Twohig from Borrisokane feature prominently in the new Smithwick’s TV ad campaign, ‘We’re in it for the love of it’.

The ad brings together homebrewers from across Ireland and the Smithwick’s brewers, all of whom are pursuing their passion for brewing great ales.

 

Maurice is studying for a PhD in mechanical engineering and Mark is a teacher in a secondary school in Dublin. They are passionate about self-sustainability so they grow their own hops and grains. 

 

Maurice and Mark join a computer engineer, a chef and a cabinet maker in the TV ad. The lighthearted documentary style footage celebrates the ups and downs of brewing. Whether it’s an experiment at home with friends, or in the brewery, the challenges and successes are shared amongst this beer loving community.

 

A step change from previous Smithwick’s campaigns, the new integrated ‘We’re in it for the love of it’ campaign, which was created by Adam & Eve DDB and Irish director Luke Franklin at Sweet Media, will feature across TV, print, digital, PR and trade press.  The 40' TV spot follows homebrewers from all across Ireland who simply love brewing. We see their trials and tribulations, which are mirrored by Smithwick’s own challenges, and their collective successes, closing with ‘Smithwick’s: We’re in it for the love of it’. 

 

A further 20’ spot will hero Smithwick’s most recent innovation, Smithwick’s Atlantic Blonde Ale, on VOD from 2017. Smithwick’s Atlantic Blonde Ale is brewed with Polaris hops for a more refreshing tasting ale. In addition to the TV ad, a heavy-weight outdoor, digital and social media campaign is planned by Carat Ireland.

 

Commenting on the new campaign, Alexa Wolff, Smithwick’s Senior Brand Manager, said: “When you’ve survived the storms of history, it gives you a real sense of self. We just want to share our passion for brewing with others who are on the same journey.

 

“This campaign celebrates just that - the ups and downs of brewing, whether it’s an experiment at home with friends, or in the brewery.”

 

Featured in the new campaign, Smithwick’s also unveiled its new brand identity and packaging, created by Design Bridge, which celebrates the brand’s rich Irish heritage, its strong links to Kilkenny and brewing. Taking inspiration from Kilkenny’s rural setting, its impressive castle and the city’s vibrant music, culture and craft communities; the new identity also pays homage to historic beer mats, original labels and advertising from the Smithwick’s archives. The new design will roll out across pubs and off licenses in the coming weeks.