Shanky’s Whip Irish Whiskey Liqueur launches its first TV advertising campaign this month in the run up to St Patrick’s Day on 17th March, marking a major step forward in its global expansion plans designed to grow awareness and fuel growth.
The ads will go live on YouTube, Hulu TV as well as channels in the US and South Africa on the DStv service.
Three adverts feature Shanky, the legendary horse-turned-ostrich-jockey, at home in County Cavan, Ireland, playfully discussing life with his race-ostrich. The creative encourages viewers to ‘give it a try’ and educates on the flavour profile for the Irish Whiskey Liqueur via chit chat between the brand’s protagonists.
The three films each tell different tales bringing the Shanky’s Whip story to life. The first video – A Shanky’s Tale – communicates its back story with Shanky freestyling how, after being banned from horseracing, the plucky jockey mounted an ostrich and claimed victory at the races once more.
The second in the series – Pah! Horses – shows Shanky and the ostrich bad-mouthing and arguing with a horse, poking fun at the legendary tale.
The finale delivers the brand’s ‘Worth a Try’ tag-line, showing the two debating whether the ostrich should taste the Irish Whiskey Liqueur.
Shanky’s Whip is one of the fastest growing new spirits in the world, distributed in over 70 countries.
Elwyn Gladstone, founder of Shanky’s Whip, says “We have been amazed at the success of Shanky’s Whip in the UK and around the world, which is down to the incredible taste and stand-out packaging.
“The spirits market is incredibly crowded with new brands and we have worked hard to differentiate ourselves from the crowd. These ads are just one part of our marketing mix which also includes consumer sampling, out-of-home advertising, social media and bartender outreach. Flavoured whiskey is a huge category and we think Shanky’s Whip, with its Irish provenance, is going to have major appeal, especially in the run up to St Patrick’s Day.”
2024 is set to be a strong year for the brand, following a period of significant investment from owner, Biggar and Leith. The Irish Whiskey Liqueur launched a wave of new bottle sizes last year alongside new POS and branded merchandise to encourage trial among consumers, and embarked on a series of in-store activations with Costco in the UK.
The creative is delivered in connection with Top Shelf Productions, a new creative production shop specialising in premium beverages founded by Chris Butler and Geraldine Cabanero.
