Put Clonmel Lager up as a serious challenger to Heineken. It's made by Bulmers - so we have all that heritage to use - just don't actually mention their name.

Clonmel 1650 had been launched six months earlier to moderate success. At a time when new craft beers are popping up every other day, getting a beer on the menu is easy enough. But the punters had assumed it was just a craft beer. This campaign's job was to convince them that Clonmel is an Irish made lager that is comparable with the best lagers from anywhere in Europe. It's not cute and quirky - it's an uber-brand in the making.

(There were many different art directions styles - this is version is the one I thought was best.)