The "Jameson. Seriously Playful" campaign is designed to appeal to 25 to 34-year-old men by promoting the whiskey as a contemporary, iconic spirit.
Patrick Venning, head of marketing for whiskies at Pernod Ricard said: ďWe are investing heavily in the new advertising campaign to ensure that we enhance Jamesonís appeal as a contemporary and aspirational brand. Jameson is a quality product with a rich history and tradition Ė the advertising blends this heritage with Jamesonís credentials as an accessible, versatile and mixable whiskey thatís always at the heart of every occasion.Ē
Ads will appear in weekly and monthly consumer press and national newspapers and follow a run of Jameson Live events to promote the brand to its target market.
The brand is also sponsoring two live gigs featuring indie band The Coral in Manchester and London on March 16 and 17 to celebrate St Patrickís Day.