Old Irish is a new craft beer with a really unique Irish recipe, but a catchphrase the audience has heard million times before. Promises need to be real. To prove to beer lovers Old Irish really means what it says, we demonstrated true meaning behind our promise - “discover the real taste of Ireland” and made these words 100 % real.

To prove that Old Irish is a real deal, we demonstrated true meaning behind these words, and made our promise 100% real. We offered ordinary people to take a virtual tour of Ireland, and while they were busy exploring Irish nature, streets of Dublin and a typical Irish bar virtually, we brought it all alive by building an actual pop-up bar packed with Irish stereotypes around them.

It turned out that Ireland is closely associated with intense drinking experiences and overly masculine ideas of fun. As a result we tried to keep our representation of the country close to audience expectations.Majority of beer lovers are active on social media in direct contact with viral content, that’s why we needed a powerful story to arouse interest in the brand. We engaged ordinary people during the experiment, and used their reactions to reach out to beer lovers.

We filmed the experiment in the streets of Tbilisi - we offered ordinary people to take a virtual tour of Ireland and go to a typical Irish pub in Virtual Reality, while in a matter of seconds our crew built a real Irish pub around unsuspecting “victims”. The real pub was full of actors impersonating how Georgians perceive Ireland and lots of beer.The video of the stunt was posted on Old Irish Facebook page on March 18 with modest placement budget.