£1.2m investment to continue the brand’s mission to recruit a younger generation of Whiskey drinkers

Pernod Ricard UK has launched the first TV advertising campaign in seven years for its leading Irish Whiskey brand, Jameson. The premium spirits and wine business is throwing its number one Irish Whiskey into the spotlight with a high-impact, £1.2million campaign.

The 40 second advert created by TBWA Dublin will be aired for the first time on Thursday 6th September and will run for four-weeks, during prime viewing time for the brand’s target 25-34-year-old male audience.

Based on a true story, the film reconstructs a warehouse robbery in Johannesburg, in which valuable goods were left behind and only the Jameson crates stolen. In the cinematic adaptation, the two investigators understand the rationale for the robbery when they taste a Jameson serve in a neighbourhood bar later that evening.

This campaign announcement follows Pernod Ricard’s pledge to spend 50% more on its key brands in the run-up to Christmas. Jameson has experienced strong growth over the last year increasing in value (+14.3%) across the off and on trade[1].

Adam Boita, Head of Marketing Pernod Ricard UK, commented: “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.”

Six-second teaser clips will be seeded on social media and online video channels including YouTube, Facebook and Instagram, two-days ahead of launch. The advert will then be broadcast across TV and

digital throughout the campaign. Additional media investment includes print advertising in The Metro nationwide.

[1] Off-trade Nielsen MAT 52we 16/06/18 and CGA On-trade MAT 52we 16/06/18

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Website – www.pernod-ricard-uk.com Twitter – @pernodricarduk

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