Consumer Packaged Goods | Page 10 | MMA Global

Consumer Packaged Goods

Brand: Murphy’s

Company:  Enpocket

Murphy’s uses SMS to spark creative spirit and build brand awareness
  • Awaken creative feel around the Murphy’s brand
  • Strengthen relationship with consumers
  • Drive people to the Murphy’s web site

Murphy’s, the smoother creamier stout and Enpocket joined forces to create an innovative cross network inbound SMS competition. Participants in the ‘Take the Murphy’s Challenge’ campaign texted in to a specific short code with their original conclusions to the following limerick

“There is a young barmaid in Cork,
Who loves to serve Murphy’s and pork,
When you enter her bar……”.

The 10 most original conclusions to the limerick were posted on the Murphy’s website for the world to see –

The limerick was printed on 2,500 posters exhibited in liquor stores, on 1000 banners hung in bars, and printed on 300,000 collector cups distributed on St. Patrick’s Day in bars nationwide, alongside the short code.


The campaign introduced new consumers to the Murphy’s brand, strengthened existing relationships and drove traffic to the company website. SMS was used in a creative and fun way, allowing Murphy’s to target their customers and involve them in the brand.