By Natalie Mortimer

Irish pub chain O’Neill’s is hoping to reach new audiences with an updated look that moves far away from the clichéd shamrocks and leprechauns theme of the past and instead plays on the strength of its live music and sports screenings.

After accepting its brand was “dated” after failing to move on from the ‘themed-pub’ trend of the 90s, O’Neill’s is now targeting families with children around university age who might share similar interests as their parents.

The chain approached integrated marketing agency MMP.Global for the work, with the agency briefed to make O’Neill’s “fit for now” without alienating existing customers.

Centred Read full story ›

Source: The Drum