Pernod spends £1.2m on new Jameson TV adBy Melita Kiely
The world’s leading Irish whiskey brand, Jameson, is set to make its first TV appearance in the UK in seven years with a new £1.2 million (US$1.5m) advert.
The 40-second advert, created by creative agency TBWA Dublin, will be broadcast for the first time on 6 September and will run for four weeks, as the brand aims to tap into its 25-34-year-old target male audience. Print advertising will also appear in The Metro.
It is based on a true story and depicts a warehouse robbery in Johannesburg, South Africa, during which only crates of Jameson were stolen and other valuable goods were left untouched.
The two investigators appear to understand the reasoning behind the robbery once they taste Jameson in a local bar that evening.
From tomorrow (4 September), six-second teaser clips will be shared on the brand’s social media pages.
Jameson’s new advert comes in the midst of owner Pernod Ricard’s pledge to spend 50% more on its key brands in the lead up to Christmas.
Adam Boita, head of marketing at Pernod Ricard UK, said: “The Jameson brand is going from strength to strength and this campaign enables us to continue to recruit a younger consumer to enjoy Irish whiskey.
“We want to drive further awareness of the Jameson brand identity plus its great taste, and we believe the true story element and cinematic style will engage our target audience.”
In June this year, The Spirits Business named Jameson its Supreme Brand Champion 2018. Sales of the Irish whiskey brand grew 11.3% in 2017 to reach 6.9m nine-litre cases, keeping the brand at the top of the Irish whiskey category.
Last month, Irish Distillers’ chairman and CEO, Conor McQuaid, said the brand’s ambitions for growth “go beyond” the Irish whiskey category and it aims to become one of the world’s top 10 spirits brands.