Jameson breaks with tradition

21 March, 2008

Pernod Ricard UK is spending ú1.5ámillion 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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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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