To build brand awareness and drive trial of Tullamore D.E.W. we created "Glasses Up," a rally cry to incite consumers to bring out their “Irish True” via toasts. The coinciding mobile app helped craft the perfect toast for every occasion. Clever, poignant, and often hilarious, the app provides the appropriate (or inappropriate) words for many a drinking occasion. Users choose the situation, company and tone — the app handles the rest.