The early spring campaign reversed the brand’s unexpected decline experienced earlier in the year. Advertised markets outperformed unadvertised markets by 11%. This was achieved while Kilkenny, a lighter Irish ale, targeted at a younger consumer, was successfully introduced by GIC(C)L alongside Smithwicks.
Coincidentally, Heineken introduced its North American “Overheard” campaign, very similar in concept to our Smithwicks creative concept, six months after this campaign aired in Canada.
Within a year of this success, new senior management elected to move marketing support away from Smithwicks in favour of focusing on Guinness stout.