Fierce Mild

Campaign Diaries

Ireland

The Irish Marketing Podcast: Dundalk’s Fierce Challenger Brand

Brand: Fierce Mild

Campaign: Ask for the Irish One

Source: https://www.adworld.ie/2026/09/04/the-irish-marketing-podcast-dundalks-fierce-challenger-brand/

Goal: Increase brand awareness in the non-alcoholic beer market

Claim: Ask for the Irish One

Media: Guerrilla marketing

Summary: Fierce Mild, Ireland's first dedicated non-alcoholic brewery, is celebrating its first anniversary by using a provocative marketing strategy called 'Ask for the Irish One'. The campaign aims to raise brand awareness in a growing non-alcoholic beer market where consumers are shifting towards moderation. The founders, drawing inspiration from Australia’s craft beer scene, have developed the new Lively Lager and are competing against larger multinational brands.

Campaign Diaries

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Ireland

Fierce Mild Takes Aim at Heineken 0.0 With ‘Ask for the Irish One’ Campaign

Brand: Fierce Mild

Campaign: Ask for the Irish One

Source: https://www.adworld.ie/2026/08/28/fierce-mild-takes-aim-at-heineken-0-0-with-ask-for-the-irish-one-campaign/

Goal: Encourage drinkers to choose Lively Lager over Heineken 0.0

Claim: Go Dutch for Dinner. Not for Your Beer.

Media: Mobile billboard

Summary: Fierce Mild, a brewery from Co. Louth, is launching its first non-alcoholic lager, Lively Lager, alongside a campaign called 'Ask for the Irish One' to compete against Heineken 0.0 in Ireland's growing non-alcoholic beer market. The campaign aims to change consumer habits by encouraging them to specify their brand choice rather than just asking for a non-alcoholic option at the bar.

Campaign Diaries

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advertising campaign Fierce Mild Ireland non-alcoholic beer