Jameson, the UK’s no.1 Irish Whiskey, is inviting everyone to ‘Widen the Circle’ this St. Patrick’s Day as part of a multi-million pound campaign to generate mass awareness around the brand which runs until the end of March.
Jameson is significantly investing in On Trade activity and consumer-activity including, experiential and PR, a new TV ad, Cinema, BVOD and social media to engage with consumers to persuade existing and new brand fans to sample Jameson’s.
Part of the activity sees Jameson partnering with key customers to offer consumers the chance to claim one of 20,000 Jameson, Ginger Ale & Lime or Jameson Orange & Lemonade serves on the house. The digitally focused activity will support the On-Trade through a simple game mechanic designed to drive footfall back into venues, with POS kits including branded bunting, tent cards and coasters.
Leanne Banks, Marketing Director at Pernod Ricard UK, comments, “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.
Jameson’s has had a long held belief that life is better shared by inviting others in for those moments of authentic human connection, and its new advert brings to life witty awkward social situations where people just click. The 30 second hero advert will dominate the March period and beyond, reaching over 71% of UK ABC1 25-44 year olds.
In the On-Trade, Jameson is growing +6.1% vs. pre-COVID levels and the brand has also recently been recognised as the top trending and best-selling Irish Whiskey by some of the world’s best bars.
