Murphy’s is ditching the image of old, laid-back stout drinkers
with a raunchy campaign featuring leather-clad Irish girls, the Sisters
Whitbread aims to attract a younger audience with the pounds 6m push by
showing that the drink can be consumed on more social and lively
occasions as well as on Sunday afternoons.
The sisters are presented as guardians of Murphy’s drinkers and are seen
rescuing them from dangerous situations.
In one execution, the sisters rescue a Murphy’s drinker trapped in a
lift with some moth-eaten folk singers. The ads, by Bartle Bogle
Hegarty, end with the line ’Drink to the Sisters of Murphy’s’ replacing
the five-year-old strapline, ’I’m not bitter’.
’Previous campaigns played on the benefits of Murphy’s over Guinness and
took the traditional stout route with reflective ads,’ said Peter
Jackson, director of marketing, ales and stouts.
’The new campaign aims to broaden the appeal by placing it in a more
upbeat environment. We aim to show that Murphy’s is as suitable for a
Friday night as it is for a Sunday.’
The campaign targets 18- to 27-year-olds rather than the previous 18- to