Tullamore D.E.W. begins O'Everyone campaign
Irish whiskey brand Tullamore D.E.W. has begun a national campaign called “O’Everyone” in support of the Canadian Centre for Diversity and Inclusion. During the initiative, the brand will donate 100% of the proceeds from merchandise sales to the charitable organization. Consumers can participate by purchasing a personalized t-shirt and bottle label which will display their last name with an O’ prepended to it. The products will be sold at <http://www.oeveryone.ca> for one year. The site also displays a live sales ticker of the amount that will be donated to the centre in December. Tullamore D.E.W. is produced by William Grant & Sons and distributed in this country by PMA Canada.
“The campaign strives to support diversity amongst Canadians by donating proceeds to the powerful education-led initiatives of the CCDI across Canada,” said Michael Mooney, national brand manager for Tullamore D.E.W. “When our consumers receive their O’Everyone merchandise, we encourage them to share pictures of themselves in their O’Lastname t-shirts on social media and to tag their community. The goal is to keep the benevolence train rolling and raise as much funding as possible to support the great work of the Canadian Centre for Diversity and Inclusion.”