MediaPLUS is your weekly update on all that matters in media and marketing

The Federation of Irish Sport is delighted to announce two new category sponsors for the upcoming Irish Sport Industry Awards. 

Opel Ireland will present the award for the Best Initiative to Promote Women in Sport and Physical Activity, while A&L Goodbody will present the award for Best Initiative to Promote Diversity and Inclusivity in Sport and Physical Activity. 

The Federation  has said it is also delighted to welcome continued sponsorship from Sport Ireland for the Best New Sports Business of the Year, Technology Ireland Digital Skillnet as proud sponsors of the Best Sports Business of the Year and KPMG for the third successive year presenting the KPMG Women in Sport Award.

The remaining awards are supported by existing Partners of the Federation of Irish Sport - Marsh, Future Ticketing, Clann Credo and Dublin City Sports and Wellbeing Partnership. 

Bringing back an old campaign sees Sprite sales leap ahead of Pepsi

In a major shift within the soft drinks market, Sprite has overtaken Pepsi to become the No. 3 carbonated soft drink by volume in the U.S., according to Beverage Digest.

This remarkable leap follows a bold marketing move by Sprite to revive its iconic 1990s campaign, “Obey Your Thirst.”

First launched 30 years ago, “Obey Your Thirst” championed authenticity and individuality — values that Sprite has refreshed for a new generation.

The reimagined campaign, rolled out last April, has struck a chord with Gen Z, many of whom were unfamiliar with the original message.

Despite that, or perhaps because of it, the revival feels fresh and relevant in today’s world, especially in the face of social media pressures to conform.

AP Chaney, Coca-Cola’s senior creative director of sparkling flavours, noted that the campaign “wasn’t just a relaunch — it was about refreshing a powerful idea for modern culture.”

The results speak for themselves.

Sprite’s success is a powerful reminder of how tapping into nostalgia, paired with authentic messaging, can forge a deep emotional connection — even with younger consumers.

Three Ireland named 'Ireland's Best Network' by Opensignal

Three Ireland has been identified as “Ireland’s Best Network” by Opensignal,a global provider of independent insights into consumers’ connectivity experiences.

Opensignal analyses data collected from real users over a three month period, providing an authentic representation of everyday mobile network experiences.

The “Ireland’s Best Network” award recognises Three Ireland for delivering superior network performance across a wide range of metrics.

As well as being titled “Ireland’s Best Network”, Three has also been named as “Ireland’s Fastest Network”, “Ireland’s Fastest 5G Network”, “Ireland’s Most Reliable Network”, and “Ireland’s Best Quality Network”, firmly establishing the organisation’s position as a market leader.

Declan Gaffney, Director of Radio Access Networks (RAN) of Three Ireland, said: “This accolade, which independently confirms Three as the best network, is a significant achievement and I would like to thank my colleagues at Three whose dedication and commitment ensures we consistently deliver exceptional service for our customers.”

Lorraine Mulligan is first Irish recipient of the RE/MAX Circle of Legends award

Wexford native Lorraine Mulligan has been named to the RE/MAX Circle of Legends, placing her among a global elite of estate agents.

This honour is awarded to individuals who have assisted over 7,000 property buyers and sellers during their careers and consistently delivered exceptional customer service and excellence.

Mulligan is the first estate agent in Ireland to achieve this remarkable milestone, which Paul Gartlan FIPAV, Regional Director of RE/MAX Ireland, announced this week.

Operating two RE/MAX Results offices in Celbridge and Lucan, west of Dublin, Mulligan has provided expert residential sales, letting, and auctioneering services for over 22 years.

Speaking on receiving the award, Mulligan said her greatest reward has always been helping clients achieve their property goals and seeing them very happy.

“I’m extremely proud to be named a Circle of Legends Award winner with RE/MAX, and I’m so grateful for the incredible team around me who continually raise the bar in real estate," she said.

"I’d like to acknowledge my team – Olive Stynes, Vikki Levis, Tatjana Klemanskiene, Izabela Szlachekka, and my fellow director Lesley Kennedy – who are an absolute pleasure to work with every day. I also sincerely thank our customers for their support over the past 22 years."

RTE announce Feargal O'Brien as Business Correspondent

RTÉ News has announced the appointment of RTÉ journalist, Fergal O’Brien, as its new Business Correspondent. In his new role, O’Brien will be reporting and providing analysis across television, radio and online on the issues and trends impacting the business community across Ireland, including banking, retail, aviation, hospitality and stockmarkets.

O’Brien has worked as a multimedia journalist in RTÉ since October 2018, reporting across television, radio and online news including RTÉ’s Six One News, Nine O’Clock News, News at One on RTÉ Radio 1 and RTÉ online.

Speaking about his new role, O'Brien said: “Business crosses every sector and has an impact on all of our lives, and as part of my new role, I will hope to visit as many businesses as I can across the country, to tell the stories of those directly impacted by wider decisions.”

VHI successfully crafts a sense of calm and competence with latest campaign

Every week, Amárach and Future Proof Insights share exclusive findings from their PRIZM+ ad testing service, showcasing best practice creative advertising in Ireland.

The VHI ad opens with an invitation, not to buy, but to feel welcome.

The clinic is warm, the music soft, the tone human.

This early familiarity is more than aesthetic, it activates a cognitive effect known as processing fluency, where the brain finds the content easy to absorb, leading to positive feelings and heightened trust.

This effect is especially strong in the first five seconds as the VHI logo appears while a doctor warmly greets a patient.

To read more about this analysis of the advert, CLICK HERE.