AMPLIFYING
BRAND PRESENCE
THROUGH AUTHENTIC
DUBLIN EXPERIENCES.
Fifty thousand American fans. Five days in Dublin. One authentic Irish whiskey experience they'd never forget.
THE CHALLENGE
Teeling Whiskey had become the official Irish whiskey of the Aer Lingus College Football Classic. With 50,000 American fans set to visit Dublin for the big event, Teeling had a rare opportunity: introduce their brand to a massive audience in their home city.
But American sports fans arriving in Dublin don't automatically care about Irish whiskey brands they've never heard of. They have limited time, packed schedules, and dozens of brands competing for their attention during the event.
The challenge was creating a lasting impression with these visitors as the most relevant and authentic Dublin whiskey. Not just visibility. Not just samples. Real brand preference that would follow them back to America.
THE APPROACH
Teeling enlisted Headcase to help plan and activate their sponsorship. Our strategy involved getting up close and personal with these visitors over their five-day trip.
We delivered a series of authentic, memorable experiences at iconic Dublin bars, at the Aviva Stadium, and at the Tailgate party at Marian College. Each touchpoint reinforced the same message: Teeling is Dublin's whiskey. This is where it's made. This is where it belongs.
The approach worked because it focused on authentic Dublin experiences, not corporate sponsorship moments. Fans discovered Teeling in the places where Dubliners actually drink it. They tasted it in the context of Irish hospitality, not just a branded booth.
Every activation was designed to create stories fans would tell when they got home. The whiskey they discovered in Dublin. The bars they visited. The experience that made them choose Teeling over every other Irish whiskey on the shelf.
THE WORK
Iconic Dublin Bars
We activated Teeling experiences at iconic Dublin bars, creating authentic moments where American fans could discover the brand in its natural habitat. Not stadium concessions. Not hotel bars. Real Dublin pubs where the whiskey is poured properly and the stories flow freely.
Each bar activation was designed to feel less like a sponsor event and more like discovering a local secret. Bartenders shared Teeling's Dublin story. Fans tasted whiskey the way it's meant to be enjoyed. The brand became part of their Dublin experience, not separate from it.
Stadium & Tailgate Activations
At the Aviva Stadium and Tailgate party at Marian College, we brought Teeling into the heart of the event. Sampling, storytelling, and brand experiences that connected the whiskey to the excitement of game day.
The activations balanced American football culture with Irish whiskey tradition. Fans got the tailgate experience they expected while discovering something authentically Dublin. The result was brand impressions that would last long after they left Ireland.
THE RESULTS
The activation successfully positioned Teeling as the most relevant and authentic Dublin whiskey for 50,000 American visitors. Over five days, we created thousands of brand impressions that felt earned, not bought.
Fans experienced Teeling the way it's meant to be experienced: in Dublin, in authentic settings, with genuine Irish hospitality. They went home with stories about the whiskey they discovered, not just another sponsor they saw.
The sponsorship activation proved that when you respect your audience and deliver authentic experiences, you don't just get visibility. You get preference. You get advocates. You get people who choose your brand because they remember how it made them feel.
“We were really happy with the activation.”
— Client, Teeling Whiskey