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BUSHMILLS BROTHERS BULGARIA
Creating emotional connection through Bushmills Brothers platform in ATL/PR/Digital,
while keep communicating functional message on a BTL level.

Campaign: ‘Bushmills Brothers Since Way Back’
Challenge: Boost sales and make the Bulgarian whiskey drinkers choose Bushmills Whiskey over its competitors
Insight: Creating emotional connection through Bushmills Brothers platform in ATL/PR/Digital, while keep communicating functional message on a BTL level
Solution: A multichannel campaign including outdoor, digital, social and PR showcasing the brand’s independent personality in a way that would engage and appeal to 18-34 year old consumers
Results: Bushmills has unprecedentedly blown away competition, achieving 33.7% market share in Irish Category on MAT level in value compared to Jameson with 33% and Tullamore Dew - 30.3%