Smithwicks visitor experience, Kilkenny
Campaign details
Agency: Geometry @ OgilvyClient: DiageoCategory: Brand BuildingCountry: Ireland
Background
In June 2013, Smithwick's closed the doors of its brewing operation in Kilkenny and moved all production to Dublin at the famous St James' Gate.
At this crucial time, Smithwick's was seen as an old-fashioned, forgotten and uncool. Whilst among the clutter of fierce competition, world renowned visitor centres such as the Guinness Storehouse and the Jameson Distillery populate Ireland's capital city, dragging visitors away from the home of Smithwick's.
The opportunity arose and the existing visitor centre...