Proper Twelve – Mark Every Win

Client: Proper Twelve Irish Whiskey
Design: Tim Green, Ryan MacEachern
Creative Directors: Josh Dando & Steven Dodd

Proper Twelve is big in the whiskey game – the fourth largest in the world in fact. Originally founded by UFC megastar Conor McGregor, it was acquired by Promixo in 2021 with the goal of growing its market share even further. We won the account after a competitive pitch and set to work creating a brand world and TV campaign for them, leveraging their existing assets and building a solid platform for growth.

Their new tagline ‘Mark Every Win’ is about boldly and unashamedly celebrating successes in life, much like Conor does himself. It’s about finding moments of triumph no matter how big or small the achievement is, from landing a ball of paper in the bin first time to winning a world title – it all deserves a toast. Sláinte to that!