2Gingers Irish Whiskey asked us to relaunch their brand to non-whiskey drinkers. So, instead of positioning the brand as a sophisticated and exclusive whiskey, like most of the brands in the category, we decided to go for a more approachable tonality. That's why we came with the idea of "Surprisingly Friendly Whiskey". 
Designers: Eric Cronin and Vince DeSantiago.
We'll hire actors to drive cabs in New York City and be extremely friendly (unlike most cab drivers in NYC). The perfect setting for a responsibility message.
We'll surprise people with "compliment tickets".
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