Jameson teams up with The Bourne Legacy in on-pack promotion

08 August, 2012

Jameson will attempt to drive sales with the launch of an on-pack competition this month offering drinkers the chance to go to New York and take part in a Bourne Legacy agent training session.

The UK’s leading Irish whiskey has a partnership with Universal Pictures and is sponsoring the upcoming Bourne thriller, starring Jeremy Renner.

A promotional neck collar will offer more than 1,000 Cineworld cinema passes worth £150, and will be available in multiple grocers and impulse retailers to coincide with the film’s UK launch on August 13. 

As well as the passes, Jameson will give away a four-day trip for two to New York, where one winner will learn skills on awareness, escape, evasion and survival on the same streets as the film was shot. 

Patrick Venning, marketing director at brand owner Pernod Ricard UK, said: “We know that film resonates strongly with our key Jameson consumers and we have continued to build on this platform through a number of engaging brand initiatives; from the Jameson Cult Film Club and our on-going sponsorship of the Empire Awards, through to our on-pack promotions. 

“The Bourne series is an incredibly successful enterprise and we’re thrilled to be partnering with Universal Pictures to offer this exclusive and exciting promotion to off-trade consumers.”

The link-to-purchase promotion offers consumers the chance to instantly check if they have won by entering their unique code onto a dedicated microsite. 

The microsite will also link to the Jameson UK Facebook page, where the brand will be further promoting the film and offering fans the chance to win exclusive Bourne merchandise and various other prizes.




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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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