Murphy's: When it rains it pours

Publicis

Background

With the summer of 2012 shaping up to be the wettest on record, we created the Murphy's 'When It Rains It Pours' (WIRIP) app. The idea and the app would take on the big boys like Budweiser – with a far more realistic take on linking free pints to the weather.

Murphy's volumes were down, recruitment to the brand was suffering because stout was less relevant to men aged 25 – 35, who were also spending less time than ever in the pub. Even regular Murphy's drinkers were losing some faith in the brand, spends were a fraction of their biggest competitor, where once they would take them on with national campaigns. Murphy's had become a smaller regional brand with less to say and the target market knew this. Cork people are very proud, so they were calling on their own brand to be more visible and more confident.

National context of the campaign