Bushmills recently launched Red Bush. The product which is aged in ex-bourbon barrels is described as “an Irish whiskey for the American bourbon drinker.”
To support the new extension, Bushmills is launching “Red. Set. Go.” The campaign will be distributed digitally, socially and across TV networks.
Bushmills describes the new campaign as “high energy,” and says it depicts a fresh, young, real version of Ireland by following a pack of Belfast locals from dusk to dawn on a lively night out, with Red Bush in hand.
The red-hued anthem immerses viewers in the Ireland unseen. Set in Belfast’s alleyways, underground raves, tunnels and cobblestone streets, the 60-second spot is backdropped against the gritty and intoxicating single “Louder” by Kid Karate. The ad showcases this group en route from one destination to another, because “truly great nights are about the moments in-between and the anticipation of what’s next.”
“The next generation of whiskey drinkers craves real experiences and honest brands – we made ‘RED. SET. GO.’ for them,” said Jeffrey Schiller, Brand Director of Bushmills Irish Whiskey. “For so long, Irish whiskey has been about tall tales and green plastic hats on St. Patrick’s Day, so ‘Irish-ness’ has almost become corrupted. We want to show America the real Ireland, and what better Irish whiskey than Bushmills –Ireland’s oldest licensed whiskey distillery – to show the way.”