Smithwick's: Celebrating 300 years and making Ireland's local jewel cool

Smithwick’s market share had been in decline for 15 consecutive years. Despite its heritage and brewing credentials, the Smethwick’s brand had become dusty and outdated.

Smithwick's: Celebrating 300 years and making Ireland's local jewel cool

BRAND IDENTITY

BRANDED PACKAGING DESIGN

JDO

When times are tough people turn to brands they can trust, brands that have stood the test of time, brands where experience counts...

EXECUTIVE SUMMARY

Marking its 300 year anniversary this year, Smithwick's celebrated with a dramatic redesign. It needed to be dramatic – despite its heritage and brewing credentials, Smithwick's was on its knees.

Since its heyday in the 70s and 80s, when it outsold Guiness with 30% market share, Smithwick's has been in decline for 15 consecutive years. By 2008, with 5.6%...

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