Pernod Ricard-owned Irish whiskey brand Jameson is painting the nation green with a new multi-million-pound campaign, which celebrates ‘sociability’ ahead of St Patrick’s Day.
Spearheaded by a new TV advert, the ‘Join In’ campaign encourages people to come together, be it down at their local bar or round their mates’ house. The national drive includes cinema, TV, video on demand, social and PR.
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.”
The brand will also be highlighting the higher-styles within its portfolio throughout the campaign, such as Jameson Black Barrel and the Caskmates range: Jameson Stout Edition and Jameson IPA Edition.