McGargles: It's a crafty business…
Agency: AcornClient: McGargles
Introduction & Background
This is the story of a small Irish craft beer that used branding and advertising in a traditionally ad-adverse market to establish themselves as worthy contenders amongst their giant global competitors.
The Irish craft beer industry has been a true success story since the revival of the market in 2009, expanding annually. Following the economic collapse of 2008, Irish consumers felt the need to support small Irish brands again. Where trendy Celtic Tiger nightclubs once flourished, dedicated craft beer pubs now operate with a roaring trade....