Murphy's Stout: A brand story in your pocket

This case study explains how Murphy's Stout, a beer brand, used a mobile app to target male beer drinkers aged 25-40 in county Cork, Ireland.

Murphy's Stout: A brand story in your pocket

Agency: Publicis DublinClient: Murphy's Stout

Introduction & Background

This case couldn't have been written five years ago. If we told you five years ago that a brand owner could use a phone to build brand equity, run a CRM programme and stimulate in-pub trial, you would have laughed. But that is what we started in the summer of 2012, and we did it in style garnering a Cannes Lion for our creative efforts in 2013. Because this consolidation of activity to one source increased market share while providing Murphy's...

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