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Jameson unveils new global marketing push

Irish whiskey brand Jameson is aiming to build its “profile and personality” across the globe with the launch of a new campaign.

Jameson’s ‘Taste, That’s Why’ campaign highlights its history and production

The ‘Taste, That’s Why’ campaign will launch across television, out of home, digital, display and social media platforms in the US this month, ahead of a wider global roll-out later this year.

Jameson’s parent company Irish Distillers Pernod Ricard partnered with creative agency TBWA Dublin to create two television adverts that “reimagine true stories about Jameson and its workers”.

The first, called ‘Scully was to Blame’, is a “humorous and light-hearted” story about Bow Street workman Bill Scully, who makes a mistake during production and wastes gallons of distillate. The video is available to view below.

The second, called ‘Coopers’, tells the modern-day story of master cooper Dempsey and apprentice cooper Flanagan, who discover that their barrels have been lent to a local brewery, which eventually leads to the creation of Jameson Caskmates.

Both films were produced in Ireland and were directed by Dutch filmmaker Matthijs van Heijningen.

A documentary series directed by Nick Rutter, called ‘The Story behind the Story’, has also been created to offer insight into the “real stories, people and places” behind Jameson. The series is available to view on social media.

US photographers The Wade Brothers produced a stills campaign shot in Dublin and New York as part of the ‘Taste, That’s Why’ initiative.

Simon Fay, international marketing director at Irish Distillers, said: “Our ‘Taste, That’s Why’ campaign presents a fresh, engaging and emotive creative for Jameson that is set to build the profile and personality of the brand in the USA, the world’s largest Irish whiskey market, and beyond.

“We see further growth potential for Jameson all around the world and we are confident that ‘Taste, That’s Why’ will help us to continue the 28 years of growth that we have achieved with Jameson.”

In its latest financial results announcement, Pernod Ricard said Jameson’s sales had increased by 12%.

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