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Unique Irish branding ‘promotes country, not just products’

Irish Independent

The evolution of Tayto wrappersand the timelessness of Homestead’s iconic ads are just some of Ireland’s branding successes celebrated in a special pullout in this Saturday’s Irish Independent.

The legacies of recognisable brands are typically traced through specialist books, but this weekend’s ‘Great Irish Brands’ publication brings those stories to the mass market for the very first time.

“Our Great Irish Brands are a unique element of our heritage; they are a part of how the world sees us,” says Independent News & Media chief executive Sir Anthony O’Reilly in the publication’s foreword.

“Just as we have always tried to promote Ireland as the land of a thousand welcomes, our brands are ambassadors for us, introducing people throughout the world to what it means to be Irish.”

Featured brands include Avonmore, the National Lottery, Paddy Power, Waterford Crystal and the Irish Independent.

“Many of our best-known brands have become international symbols of significant import,” Sir Anthony continued. “They are not just labels for products, but have come to encapsulate what it is to be Irish; they bring together our desires, ambitions and drive for excellence.”

The trip-down-memorylane aspects of the 52-page colour magazine include the evolution of the Denny logo (since 1820), Tayto packs from throughout the ages and the history of Guinness.

“These Great Irish Brands are valued and trusted because they are instantly identifiable as products or services of the highest quality,” Sir Anthony said at the close of his address.

“In a world where trust is a rare commodity, the value of a strong brand cannot be over-estimated.”

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