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Jameson unveils multi-million-pound campaign

Irish Distillers will be driving awareness of Jameson in the lead up to St Patrick’s Day (17 March) as part of a multi-million-pound campaign.

Jameson is inviting consumers to ‘Widen the Circle’ with its latest campaign

The Irish whiskey arm of Pernod Ricard is inviting consumers to ‘Widen the Circle’ as part of its multi-million-pound campaign.

Set to launch on 23 February and run for six weeks, Jameson will be ‘significantly invested’ in on- and off-trade activity, experiential and PR, supported by TV, cinema, BVOD (broadcaster video on demand) and social media.

The new campaign stars actor, writer and comedian Aisling Bea, creator of the Bafta-winning show This Way Up and Netflix’s Living with Yourself.

The 30-second advert will feature heavily in March, and beyond, with an aim to reach more than 71% of 21- to 44-year-olds in the UK.

Leanne Banks, marketing director at Pernod Ricard, said: “The world celebrates Irishness each St Patrick’s Day and, as the icon of Irish whiskey, it’s an occasion that consumers and our customers expect to see and hear from Jameson.

“The brand has a rich heritage of bringing people together for shared moments of true connection and its smooth taste has always invited more people into our circle.

“We want to encourage consumers to spark conversation over a glass of Jameson and ‘Widen the Circle’ is our inclusive invitation to celebrate St Patrick’s Day with friends old and new.

“We have consistently invested in the occasion and this year will be going even bigger. Our new campaign will move away from the heavy broadcast campaigns of previous years to a more integrated multi-touch point approach, that will allow us to engage in a two-way dialogue with consumers in a relevant way.”

Jameson will also be collaborating with customers to offer consumers the chance to claim one of 20,000 free Jameson, ginger ale and lime drinks, or Jameson Orange and lemonade serves.

The brand will also host a Jameson Open House Party at The Bike Shed in Hackney, London, from 11-19 March.

The Irish whiskey has created branded shippers and aisle fins for its grocery partners, as well as counter mats, shelf-edge barkers and strut cards for the convenience channel.

Earlier this month, parent company Pernod Ricard reported a strong start to fiscal 2022, with organic net sales up by 17% for the first half of the year.

Click the video below to watch the advert.

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