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Jameson multi-million-pound campaign targets ‘sociability’
Pernod Ricard-owned Jameson Irish whiskey has unveiled a multi-million-pound marketing push in the UK, which celebrates “sociability” ahead of St Patrick’s Day (17 March).
Jameson has launched a multi-million-pound marketing push ahead of St Patrick’s Day
The national drive includes cinema, TV, video on demand, social, PR and an “experiential partnership” with music events startup Sofar Sounds. The collaboration with Sofar will see Jameson host events in Birmingham, Manchester, Liverpool, London, Glasgow and Edinburgh.
Raja Banerji, marketing director for Pernod Ricard UK, said: “The Irish whiskey category is on fire globally and the UK is experiencing the same momentum, with the category expected to continue growing another 48% by 2023.
“Sociability is key to our target audience. Shared experiences in large mixed groups are at the heart of sociable occasions both at home and in the on-trade.
“We’re delighted to be sharing this new creative, which will excite, inspire and facilitate them to get together with friends and celebrate St Patrick’s Day and beyond.”
At the centre of the campaign is a film that aims to demonstrate that during “St Patrick’s Day it doesn’t matter where you are, but who you’re with”.
The campaign will reach 82% of the brand’s target audience, which includes people aged 25-34.
Jameson will also highlight whiskeys across its portfolio through the campaign, including Jameson Black Barrel and the Caskmates range.
Earlier this month, Pernod Ricard’s Irish Distillers unit unveiled the eighth limited edition bottle design for Jameson in celebration of St Patrick’s Day.