Jameson launches new ad campaign

Diageo brings in heavy-weight film director Rankin for “It’s a Jameson Thing” campaign

New ad for Jameson launches 4 September 2008

Jameson, the world’s best selling Irish whiskey, is delighted to announce details of a new advertising campaign which will go live from 4 September, and will be supported with a fully integrated marketing spend, of €5 million. The “It’s a Jameson Thing” campaign is a series of portraits shot by internationally renowned portrait photographer and film director Rankin. The images show confident people who have a serious side but know how to express themselves in a light hearted and humorous way.
“The new Jameson advertising campaign truly reflects the energy and vibrancy of this dynamic brand which has enjoyed exceptional growth in Ireland and internationally for the last number of years,” commented Alex Ricard, chairman and CEO, Irish Distillers Pernod Ricard. “This year we will spend almost €70 million on marketing and promotional activity around the world, half of which will be on media.”

To coincide with the launch of the new campaign, Jameson will launch its ‘Mix it up’ promotion – the biggest ever on-trade promotion – which allows consumers to try Jameson with their preferred mixed-drink. The campaign will also be supported with off-trade window displays which will be visible in off licenses around the country from 8 September.

In addition, the media placement will be focused on outdoor, on-line, premium lifestyle print, and leading national broadsheets. Targeted outdoor media such as 3D special 48 sheets and new ‘metropole’ sites will be used to further enhance the campaign.
Irish Distillers Pernod Ricard posted another set of healthy results this year, showing double-digit growth in 44 markets and sales volumes of 2.6 million cases for Jameson, making it the fastest growing international brand of whiskey among the top 100 spirit brands. Jameson volumes grew by 15% globally, its highest growth rate in the last decade, while the brand’s value sales grew ahead of its volume targets, achieving 21% growth.

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