Unexpected honey buzz

Getting young people interested in advertising is not easy, and it's even harder to get them to try a drink from a sub-category they normally avoid. To get their attention, we needed to blend into their "tribes" and create a real buzz. After just 3 months of launch, Tullamore D.E.W. Honey has already caught up in sales volume with rival Jack Daniels Honey, which has been on the market steadily for 8 years!