Coca-Cola is one of the largest companies in the world. Sprite is a significant global brand for Coca-Cola worldwide. The marketing team in Ireland sought to reinvigorate Sprite using a brave new advertising campaign that would capitalise on consumer perceptions of the brand as more cool and more youthful, more edgy and urban than the competition. With the support of McCann Erickson, the team developed the "Thirst never wins" idea, and the mythical LA cop character JD Quench was created. The advertising campaign took the form of trailers for a 1970s era movie. This creative immediately connected with its target audience, creating a strong positive reaction and brand performance was uplifted.

Diageo's Carlsberg brand faced competitive pressures in the Irish market, and the marketing team required a new local positioning to connect better with consumers and reclaim the spotlight from the competition. Working with Irish International, the marketing team developed the theme "It's never just A or B, there's always C". Unlike previous advertising, the creative mechanic of the new campaign placed the Carlsberg consumer centre stage. Following five years of long-term share decline, the marketing plan spearheaded by this advertising campaign led to the turnaround of Carlsberg's performance in the Irish market, with all channels achieving growth ahead of the competition in 2008.

Diageo is the world's leading premium drinks business and its Guinness brand enjoys a unique position in Ireland. The momentum of the brand had abated over a number of years as consumer habits had changed and competition had intensified. The Guinness marketing team undertook a repositioning of the brand and focused on recruitment of consumers from competitive brands. With the support of Irish International BBDO, the "Alive Inside" communications platform was established, and a series of five ads was developed under this theme. The creative extended across online and sponsorship activities also. This campaign saw the Guinness brand return to growth for the first time in over ten years.

HibernianAVIVA is Ireland's leading insurance company with 1.2 million customers across the general insurance, life & pensions and health sectors. Hibernian has been trading since 1908, but 2008 saw the roll out of the "One Aviva" vision, entailing Hibernian's strategic alignment with the parent company. The marketing team worked with colleagues at Rothco to develop effective communications to handle this complex challenge. The approach was to make the name change an integral part of the Hibernian brand story, and the creative drew from great "defining moments" in history, and then talked of its new found readiness and strength. The "We've seen it all" campaign achieved very high awareness amongst consumers and follow-on business.

Premier Foods Ireland is one of Ireland's largest food companies with a turnover in excess of €150m. Following the acquisition of Campbell's Soup, the marketing team faced the complex challenge of migrating Campbell's products to the Erin brand. The project required simple and clear advertising messaging, but with both functional and emotional requirements to meet for the consumer base. Working with Young Euro RSCG, the team developed a set of messages around "All the great taste of Campbell's now under the great name of Erin". The highly visual campaign reached across TV, press, and outdoor, with each execution following a confident concise tone. The campaign led to the retention of the consumer base.