Island’s Edge has just released its latest campaign with Publicis Dublin 'It’s better, less bitter' – A through the line campaign that celebrates those who move on from bitterness in their lives. 

Publicis Dublin chose to lean into a core product truth, that Island’s Edge is less bitter tasting stout but brings it to life in a humorous, yet optimistic style. 

Chloe Hanratty, head of strategic planning, says, “With this campaign we worked collaboratively with the Island’s Edge team toward a shared ambition to give consumers two things; a clear product truth that translates into a strong functional reason to choose Island’s Edge, and a better understanding of the brand behind the product – its point of view on the world and its personality.”

Wojciech Bogusz, marketing director Heineken Ireland, added, “We’re delighted to work with Publicis Dublin to continue to build on our Island’s Edge brand. We created this stout to offer consumers increased choice, whilst bravely acknowledging one of the main barriers of entry into the category – the bitter taste. We’ve seen from the past 12 months that there’s certainly room for another stout in Ireland- Island's Edge has risen to that challenge”.

The campaign launches on the 1st November and was created by Publicis Dublin, directed by David Shane and produced by O Positive Films. With media strategy by Dentsu, the campaign includes AV, VOD, Social, OOH and Radio.