Irish Distillers launches ‘Old But Gold’

A fresh new campaign for Powers Irish Whiskey

Tuesday, 25th October 2022: Irish Distillers has launched a major new campaign, entitled “Old But Gold”, for its iconic Powers Irish Whiskey brand, which aims to shine a light on what it means to be ‘old’ and to highlight the advantages which come with more trips around the sun

First distilled in Dublin 1791, Powers’ roots in Ireland run deep and stands apart as one of the country’s truly seminal and multi-generational brands.

The new campaign, Old But Gold, developed in partnership with Dublin creative agency, The Public House, proudly champions Powers’ long and rich history and its ability to stand the test of time, challenging consumers to rethink their perceptions of what ‘old’ really means in today’s world.   Powers is celebrating life experience, confidence, and self-assuredness that comes with maturity.  

Speaking on the launch, Jessica Norris, Marketing Director Ireland at Irish Distillers commented: “Powers is an iconic brand with a rich and storied heritage within the Irish market.  It’s a timeless classic which has stood the test of time, and we celebrate those who recognise that with age comes great achievements.”

The through the line campaign features a combination of OOH and Digital OOH, as well as PR, social and video. ‘Old But Gold’ will come to life through a video series shining a light on characters of a certain age who have rich and interesting life stories to tell such as American/Irish basketballer Gerald Kennedy, godfather of Irish surfing Kevin Cavey, also known as Grandpa Surf, and dancers Jane Mooney and Sandy Cuthbert.

Consumers will also see giant replicas of the beloved traditional Powers pub mirrors around Dublin and Galway cities. Pub icons for over 200 years, the Powers mirror tour will serve to remind us that Powers has been around for many generations gone by and is here for years to come.