The Quiet Man//
The Quiet Man//
The Man, the Myth, the Legend
Ongoing work for an Irish whiskey with absolutely no stories to tell
ECD: Lynn Ullman
CD, Art: Christian Lindsey
ACD, Copy: 👋
The Quiet Man is a traditional Irish whiskey inspired by John Mulgrew, a lifelong barman who earned the nickname “The Quiet Man” for his impeccable ability to keep a secret.
Brand Guidelines
Brand strategy starts with brand consistency. In order to promote The Quiet Man, we needed to get aligned
on how the brand looks, feels and shows up on everything from the bottle to social media.
After a rigorous research and Discovery process, our work culminated in a brand guidelines document that housed the brand’s most fundamental elements, from its target consumer to its signature voice
to its key selling points.
Dear Ireland
A lot of brands have to dig deep to find their story — but The Quiet Man wears it on its sleeve. More than anything, this brand is a tribute to a dearly departed father, whose influence lingers in every pub and every glass. We produced this 60-second brand video featuring brand founder Ciaran Mulgrew reflecting on the memories and values that define The Quiet Man.
Irish Goodbye
Every spirit brand reminds you to “please drink responsibly,” but for The Quiet Man, responsibility is more than a buzzword. We saw an opportunity to live out the brand’s values and connect with audiences during one of its biggest days for on-site consumption: St. Patrick’s Day.
We asked ourselves, “how would The Quiet Man see the crowd on St. Patrick’s Day?” For starters, he wouldn’t like all that fussing over who can and can’t drive. And if he saw you about to get behind the wheel, he’d call a cab and send you out the back door with your friends none the wiser.
Thanks to the Irish Goodbye campaign, over 1,000 patrons got a safe ride home and the brand earned a few media mentions to boot.
Radio Spots
Our data showed that fans of The Quiet Man indexed highly for podcast listening. We turned that insight into several radio spots that feel as warm and cozy as your favorite Irish pub.
Organic + Paid Social
Translating The Quiet Man’s more traditional tone to the fast-moving world of social media required care and attention. But swipe through the feed and you’ll find a pleasing collection of shots and stories fit for barside conversation. My goal was to treat The Quiet Man’s followers as guests at the bar, always treating them to an open ear and a good story.
