Redbreast Launches an Uncommon Bottle to Help the Common Bird 

Dublin creative agency The Public House have helped Redbreast launch its first initiative under its new Project Wingman partnership with BirdLife International. A social and digital campaign was built around a Limited Edition Redbreast bottle featuring a copper exterior casing that neatly transforms into a beautiful bird feeder. The unique design was created by London based packaging agency Nude can be purchased on the Redbreast website with €15 from every bottle sold donated to support Project Wingman’s mission to keep common birds common. 

Irish Distillers entrusted The Public House — who recently brought the iconic Robin Redbreast to life through a global campaign — with creating an impactful campaign that would not only shine a light on the plight of the common bird but also give consumers a chance to help out. The Public House worked alongside Pangolin UK to deliver an integrated social, digital and PR plan to make this mission take flight. At the heart of the campaign is a video from the Robin Redbreast, slyly suggesting that Redbreast fans can help out by opening their very own bird bistro. Teaser posts also featured different birds offering hipster-esque restaurant reviews for a mysterious new ‘pop-up’. 

“The bottle design and ingenuity was very inspiring, so we wanted to help out with a campaign that kept pace. Once we started looking at this bottle from a bird’s POV, we saw that there was the ultimate win-win situation: a bottle for you, and a bistro for the birds.” notes Jarrod Banadyga, creative director, The Public House. “Doing a bit of good while sipping an incredible whiskey has never been easier.” 

Laura Hanratty, head of prestige Whiskeys, Irish Distillers, added: ‘“After much anticipation, we are extremely excited to launch the beautifully crafted whiskey casing that has been specially designed to double up as a bird feeder. As always, The Public House were there to ensure that this beautiful piece was showcased and more importantly that our mission was clearly communicated to the consumer.” 

The limited edition Redbreast 12 Year Old with copper bird feeder casing has been selling incredibly fast on the Redbreast website with one last chance to buy on Monday, December 7th. Bottles are priced at €60 (£50) and will ship in December. 

The Public House is a strategic and creative agency in Dublin, with clients including Jameson, Paddy Power, EPIC: The Irish Emigration Museum, Independent News & Media. The agency is known for its strategic rigour and creative edge that delivers for its clients, with a philosophy that ‘Boring Doesn’t Sell’.