Jameson breaks with tradition

21 March, 2008

Pernod Ricard UK is spending £1.5 million on a n ad campaign for Jameson Irish Whiskey.

Designed to appeal to 25 to 34-year-old men, the push will include print ads in consumer magazines and the nationals. Running with the strapline Jameson. Seriously Playful, the advertising "steps away from the rigid, formal messages traditionally associated with whiskey and promotes Jameson as a contemporary, iconic spirit," according to Pernod.

To encourage men to re-evaluate their perceptions of whiskey, Jameson was sampled with ginger ale during two live gigs featuring indie band The Coral in Manchester and London

to tie in with the brand's St Patrick's Day celebrations.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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