Beam Suntory has named VSA Partners its advertising and marketing agency of record for 2 GINGERS® Irish Whiskey—a new smooth, blended Irish Whiskey. VSA Partners will handle advertising, retail and social/digital marketing for 2 GINGERS. The shift comes at a pivotal time as Beam Suntory gears up marketing efforts for the brand’s national presence.
“Meeting Kieran Folliard, the founder of 2 GINGERS, allowed us to understand the brand’s origins and the spirit of his mother and aunt, the original two gingers (red-heads) that inspired the brand. This enabled us to create inspired solutions that were uniquely authentic to the brand,” says Jim Toth, Partner and Executive Creative Director at VSA Partners, who along with Bob Winter, Partner and Executive Creative Director, will lead creative for the new campaign.
The brand has experienced great success in the Minneapolis area, where it was launched, and now is the time for 2 GINGERS to gain national exposure. “2 GINGERS successfully entered a crowded category, but its modern and authentic story can drive continued growth, especially among emerging whiskey drinkers,” says Patrick Palmer, Partner and Director of Strategy at VSA Partners. “By understanding how and when they adopt new brands, we learned how to shift behavior in the brand’s favor.”
The win is another victory for VSA Partners. Four years ago VSA launched a consumer marketing practice to complement its legendary branding capabilities. Now, VSA brings together all aspects of designing and activating brands—from brand strategy, narrative and design through data science, advertising and digital marketing. VSA’s unique vision and interconnected approach was particularly appealing to 2 GINGERS.
About 2 GINGERS Irish Whiskey
2 GINGERS is a smooth, malty and slightly sweet premium, blended Irish whiskey, aged for 4 years and distilled at the famed Kilbeggan Distillery in Ireland. The brand created and trademarked two balanced and simple cocktails, the BIG GINGER® and SKINNY GINGER®. These cocktails combine the refreshing bite of ginger ale with the caramel, vanilla and citrus undertones of 2 GINGERS, creating the perfect recipe for anyone who may not yet consider themselves whiskey drinkers.
For more information on 2 GINGERS Irish Whiskey, which sells at a suggested retail price of $19.99 for a 750ml bottle, please visit www.2GINGERSwhiskey.com, like us on facebook.com/2GINGERS or follow @2GINGERSwhiskey.
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