Things were not in a good place when we sat down with Bushmills. A great brand with over 400 years of award-winning history was plagued by low awareness and negative perception. A visit to the village of Bushmills in Northern Ireland unlocked something special for us. The magic of the brand was in the relationships and collaborative spirit found in the distillery. We found that the distillery staff’s approach to their craft paralleled how many influential groups of friends are working together to create great things around the world.
Enter Since Way Back, the vehicle for us to tell the story of the brand through a diverse group of influential brand ambassadors and their friends, including Aaron Paul (Breaking Bad, Need for Speed), Justin Vernon (Bon Iver), Elijah Wood (Lord of the Rings, Wilfred) and Chromeo. This became a platform for us to create a new look, new experiences and consistent relevant content. A platform that has created a movement and dramatic shift in brand health.
