In the world of Irish whiskey, 2 GINGERS was relatively unknown; the newcomer in a stodgy category that’s been dominated by the same names for centuries. This light-hearted campaign set out to encourage whiskey-drinkers to chose differently by choosing 2 GINGERS.
Designed to capture the fiery spirits of the founder’s mother and aunt (the original “two gingers”), while simultaneously capitalizing on the drink’s mixability and supreme quality, the posters take a quirky approach to traditional whiskey cocktails. But what about 2 GINGERS sets it apart? While traditional Irish whiskies are distilled three times, 2 GINGERS uses a unique double-distillation process that maintains the flavor of the liquid and makes it more mixable in a variety of cocktails.
Three posters make up the campaign: “Old Fashioned,” “On the Rocks,” and “Big Ginger” which portray the two redheads in fun, eye-catching settings, shot on-location in Ireland to translate the genuine commitment to the taste and feel of true Irish whiskey.
Through these provocative visual representations, we let the world know that 2 GINGERS is a refreshing new choice in a category full of centuries-old brand relics. The work can be seen in print, outdoor, social, retail and in bars.
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