Wednesday, May 30, 2012

The Perfect Cuppa

More than half of Irish tea drinkers believe “you know them” if you can make their perfect cuppa!

Today, Lyons Tea have released some really interesting research conducted for them by Amárach Research. The research shows that 51% of Irish tea drinkers feel that someone knows them if they can make them a cup of tea to their particular liking. Perhaps even more interesting, 20% of people said that they judge people on their tea-making skills.

Some other interesting facts thrown up by the research were:
  • More than 80% of Irish people drink tea every day
  • On average Irish people make three cups of tea each day in work alone
  • Using a specially developed pantone range of tea shades; from ‘perfect tan’ to ‘milky way’, it was releaved that ‘perfect tan ’is the best tea shade for 20% of Irish people
  • Also, 58% of Irish people take their tea without sugar or sweetener

The research comes on the back of the launch of Lyons Tea's newly crafted range of richer tasting tea. Don't be fooled though, there is real innovation here with Lyons Tea having developed a brand new, unique pressing technology. The new process means that the tea leaves are pressed at different stages during fermentation in order to capture and preserve the genuine and refined taste of fresh tea in each blend:
  • Fresh Blend: When in need of a pick-me-up….the tea leaves are pressed within hours of picking to give a uniquely clean, smooth, golden and fresh-tasting tea.
  • Gold Blend: The rich full flavour tea that tea drinkers have always loved, enriched with some pressed tea leaves.
  • Evening Blend: Perfect for moments of relaxation…a delicate tasting blend that combines lightly pressed leaves and decaffeinated tea.

Speaking at the launch of Lyons Tea’s new richer tasting range, Nicola Tougher, Lyons Tea Brand Manager, said, “We’re delighted to introduce our new range as Irish people have a passion for tea like no other nation, with a very refined palate. Our new range of richer tasting tea caters for just that! The two blends, Fresh and Evening, are totally new with a unique fresh taste achieved with our innovative and exclusive pressing technology. It’s a new chapter in tea!”

Dr Eddie Murphy, Clinical Psychologist (of RTE’s Operation Transformation fame), commented on the research, “It’s interesting to see what impact tea can have on relationships. It’s about noticing the small little things, the little things that become big things that enliven relationships. Small courtesies, warm smiles and making a cup of tea the way someone likes it, shows recognition and awareness - that you care about them. When people make tea for someone they’re making an emotional connection which in turn increases fondness and trust, thus enabling the relationship to grow and develop.”

Dr Eddie Murphy continued; “Unsurprisingly an overwhelming majority consider tea as a source of comfort – the ultimate problem solver. It’s the first thing we do when we hear bad news and in turn have something to celebrate. What the Lyons Tea research also reveals is that Irish people find it increasingly difficult to switch off and even experience guilt when relaxing. In terms of support networks the Irish mother maintains her legendary status as a central support figure however when we want to be cheered up best friends or partners are much higher on the list most likely as mothers tell you how it really is while best friends tend to dress things up and tell you what you want to hear!”

The new campaign has slotted in to the existing 'Talk' creative driving all of Lyons Tea's current advertising:

Monday, May 28, 2012

Savour and Sip Smithwick’s Pale Ale at Taste of Dublin 2012

Visitors to the 7th annual Taste of Dublin Festival will get to sip and savour the craft brewed taste of Smithwick’s Pale Ale, the new addition to the Smithwick’s range. The theme of this year's festival is ‘Proud to be Irish’ and with Smithwick’s 300 years of history and heritage it's no wonder they've been invited to attend.

While it may be the newest addition to the family, Smithwick's Pale Ale's craft brewed nature make it a true artisan beverage. Brewed in individual batches using the finest ingredients: aromatic Amarillo hops, 100% pale ale malt and the prized Smithwick’s yeast, Smithwick’s Pale Ale is a delicious full tasting beer with a long finish, rich golden colour and creamy head. For those yet to try it, I highly recommend giving it a go. Its unique ingredient combination gives it a distinctive flavour.

Visitors to the Iveagh Gardens, the Taste of Dublin's home, will be treated to a feast for the senses from 20 of Dublin’s top restaurants including interactive master classes and live entertainment on two stages. The festival will be launched this year by Jamie Oliver and he will also be giving a live cooking demonstration on stage during the event. Other guests include: Rachel Allen, Valentine Warner, Oliver Dunne, Richard Lewis and Ross Lewis.

For more information, visit: or

Thursday, May 24, 2012

New Hard Hitting ISPCC Campaign

This week the ISPCC launched their latest campaign to drive awareness on the subject of emotional abuse. The tv ad (above) is being supported by the following three 48 sheet posters (which will appear next week from Monday 28th on sites nationwide) and the two radio ads below them (the 3rd titled ‘Bitch’ was too strong for radio stations, but is available on the ISPCC website).

48 Sheet Posters

Radio Ads

The phrases used throughout the campaign are harsh and possibly offensive to some. But the sad reality is that they are mild in relation to what is really said to the children who call looking for help. The shield image you see in the posters and TV ad are used as symbols of protection for children. By wearing a shield pin, you are helping to support the ISPCC in its fight to protect children.

This is a confrontational campaign but it was felt this approach was needed in order to draw attention to the growing issue in Irish Society of emotional abuse. In 2011 over 54,000 (14%) of contacts to the ISPCC dealt with this issue.

Tuesday, May 22, 2012

Guinness: Arthur's Day 2012

Today, Guinness announced that Arthur’s Day will make a return on Thursday, 27th September, 2012.

Last year, hundreds of thousands of people across Ireland and millions more worldwide came together to celebrate Arthur’s Day which is the day that recognises Arthur Guinness, his spirit and remarkable legacy.

This year, Guinness promise even more surprises and plenty of excitement for Arthur’s Day 2012, but as always the pub will be at the heart of the celebrations.

Full details for Arthur’s Day 2012 will be revealed later this summer.

Thursday, May 17, 2012

Lyons Tea Launches New Range

Lyons Tea's latest campaign has just gone live, promoting the launch of a new range of richer tasting tea specially designed for the Irish tea-loving palate. Made using a unique pressing technology, the tea leaves are pressed at different stages during fermentation in order to capture and preserve the genuine and refined taste of fresh tea in each blend:
  • Fresh Blend: A refreshing pick-me-up - the tea leaves are pressed within hours of picking to give a uniquely clean, smooth, golden and fresh-tasting tea.
  • Gold Blend: The rich full flavour tea, that tea drinkers have always loved, enriched with some pressed tea leaves.
  • Evening Blend: Perfect for the moments of relaxation…a delicate tasting blend that combines lightly pressed leaves and decaffeinated tea.

The campaign is primarily driven by a new tv ad (above) that tells the story of Lyons Tea’s new pressing technology and its role in ensuring Lyons Gold Blend is now Lyons richer tasting tea. The introduction of the pressing technology presented a unique opportunity to reinforce the richness of Lyons Gold Blend, the hero product of the new range.

While seeking to communicate the new technology behind the range, the commercial still remains set in the Lyons word of talk. Once again the Lyons Master Blender and Apprentice reprise their roles at the heart of the Lyons Factory.

The 30 second commercial was created by Rothco. Shooting took place in Kiev, where the original Lyons Puts the Talk into Tea campaign was also shot in 2010 and post production was carried out in Dublin’s renowned Windmill Lane studios.

Like the originals, the commercial was directed by Irish director Steven St Leger, working with his long-time collaborator, cameraman James Mather.

Speaking on the launch of the new range, Nicola Tougher, Marketing Manager, Lyons Tea, said, “We’re really excited at Lyons Tea to introduce our two new richer tasting blends to the Irish market, Evening and Fresh Blend. The new pressing technology has been used for the whole range to enrich Gold Blend, the hero of the range together with two new blends Fresh and Evening. For our latest TV commercial we brought back our much loved Master Blender and his young apprentice. While we sought to communicate the new technology behind the range, we also wanted to ensure talk and humour were still very much at heart of it and we're delighted with the final result."

The campaign kicked off this week and as well as TV also includes radio, outdoor, digital and PR support.

Tuesday, May 15, 2012

Three Launches ‘Support Works’ Campaign

This week, Three launched their latest campaign, ‘Support Works’. The campaign, which is focused on celebrating the vital role that fans play on the Irish Football team's journey to Poland, is part of Three's sponsorship activity for the Irish Football team.

The campaign features two new tv ads running on RTE, TV3, 3E, Sky packages, Living, and E4:
#SupportsWorks TV Ad - First Dinner Date
#SupportsWorks TV Ad – Greens

Art Director – Bill Hollingsworth
Creative Director – Mal Stevenson
Director – Stephen St. Leger
Producer – Jack Armstrong
Production Company – H2

Alongside the tv ads, the campaign will also feature outdoor ads of 48 sheets, 96 sheets, golden squares and metro panels. There will be digital executions of rich media banners on key websites and social media. The campaign will also be supported by in store POS across Three's entire retail division.

Finally there will be an intensive programme of BTL and PR activity calling on the supporters to ‘Go Green with Pride’ and show their support for the team, featuring a number of the Republic of Ireland footballers, on-street stunt activity and exciting events for supporters in Dublin’s city centre.

As part of the campaign, Three Ireland has launched an exclusive limited edition Samsung Galaxy Mini with supporters kit. Priced at €89 the kit includes; a limited edition Samsung Galaxy Mini featuring a branded FAI supporters mobile handset cover, a watch, a ‘Support Works’ car sticker and Republic of Ireland football supporter’s pin.

The handset is preloaded with the 3Football App and Three Football Flick Kick game, and will be available from all 3Stores and stockists nationwide and online.

The campaign was developed by Irish International.

For further information on Three visit

Sunday, May 13, 2012

Planning, Creativity & Planning For Creative Campaigns

A really great presentation given by Heidi Hackemer for the Account Planning Group.

hat tip to Neil Perkin for sharing this :)

Friday, May 11, 2012

Smirnoff Celebrates Madonna's MDNA With New VIP Limited Edition Pack

To celebrate the start of Madonna’s 2012 World Tour and her 12th studio album ‘MDNA’, Smirnoff today announced the launch of a new Limited Edition pack that offers fans the opportunity to experience Madonna like never before.

The first part of the Limited Edition pack is a VIP access card. This gives fans the ability to unlock never-seen-before backstage content and grants access to an exclusive download of Madonna’s latest remix track ‘Give Me All Your Luvin’ – Just Blaze Bionic Dub’.

Secondly, fans have the chance to win exclusive tickets to see Mags in one of her upcoming gigs. Finally the whole thing is presented in an eye-catching nightlife-inspired pack.

The pack is available from all major high street retailers.

Thursday, May 3, 2012

Rocky Road to Poland

Today, Thursday 3rd May, Three announced they are teaming up with a host of Irish music talent and Today FM’s Ray D’Arcy to release the eagerly awaited Official Republic of Ireland Song for Euro 2012.

‘The Rocky Road to Poland’ has been recorded by Damien Dempsey, Danny O’Reilly (Coronas), Bressie and The Dubliners (John Sheehan, Barney McKenna, Eamonn Campbell and Patsy Watchhorn), and was written by the Today FM Show’s listeners. Also, all proceeds are going to the John Giles Foundation and Today FM’s Shave or Dye campaign for the Irish Cancer Society.

The Irish Euro 2012 Squad and Ray D’Arcy Show listeners also feature on the track which was produced by the legendary John Reynolds. Costing just €3, the song will be available to buy in all Three Stores nationwide, 3Spots, all major music retailers, and available to download on iTunes and from the 3Music Store.

Bressie, The Ray D’Arcy Show and Three Ireland are calling all fans to Go Green with Pride and support the Official Republic of Ireland Song for Euro 2012 “The Rocky Road to Poland” in the aim to scale the charts showing that #SupportWorks. In a fitting tribute and support towards one of the artists involved, the single will also be a tribute to The Dubliners’, Barney McKenna who sadly passed away recently after the recording.

Commenting on the launch, Sales and Marketing director, Elaine Carey at Three, said: “As proud sponsors of the Republic of Ireland football team, we’re delighted to be launching the Rocky Road to Poland, with Ray D’Arcy and Bressie, and supporting two very worthy causes. The song was created by real Republic of Ireland supporters and we’re calling on all the fans to support it in the run up to Poland. We will be announcing a host of additional activities in the coming weeks to give Republic of Ireland fans the chance to go green with pride, and show “Support Works” for the team this summer.”

Commenting on the launch Bressie said: “I vividly remember Euro ’88 and it was the start of my love affair with sport. To be performing on the official Irish song for Euro 2012 is emotional!”

Commenting on the launch, Ray D’Arcy from the Ray D’Arcy Show said: “We’re very proud of the song and hope lots of people buy the single to support the Irish team this summer and help two great charities.”