The ‘Join In’ campaign is live from now until the end of March and encourages people to come together, be it down at their local bar or round their mates’ house
Jameson, the UK’s number one Irish Whiskey[1], is painting the nation green from now until the 23rd March with a brand new, multi-million-pound, fully integrated campaign. The national drive ahead of St. Patrick’s Day includes Cinema, TV, Video on Demand, Social, PR and an experiential partnership with Sofar Sounds – with events happening between now and May in Birmingham, Manchester, Liverpool, London, Glasgow and Edinburgh.
The hero asset of the campaign is a high-energy creative and demonstrates that this St Patrick’s Day it doesn’t matter where you are, but who you’re with. The campaign will reach 82% of the brand’s audience (Male and Females aged 25-34) across the UK through targeted channel placements.
Jameson is enjoying double-digit growth across the off-trade[2] and in both grocery multiples and convenience, Jameson is the number two driver of value growth[3] across the total whisk(e)y category. Irish Whiskey drove +£4.2m in the off-trade in just two weeks across St. Patrick’s Day in 2019[4] and the category is predicted to grow to £5.2m across the same period in 20201.
Raja Banerji, Marketing Director for Pernod Ricard UK, comments: “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[5]. 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.”
Jameson is also re-energising its popular ready-to-drink Jameson, Ginger Ale and Lime cans to ensure the brand stays front of mind in the off-trade throughout the campaign. The new pack delivers quality, modernity and refreshment cues, and is being launched as Pernod Ricard UK’s ready to drink range is growing in value by 52%[6].
The brand will also be highlighting the higher-styles within its portfolio throughout the campaign. Jameson Black Barrel, a blend of small batch grain and traditional pot still whiskies that has won multiple accolades and has great momentum in the US market, will feature in the social media assets, alongside the innovative Caskmates range: Jameson Stout Edition and Jameson IPA Edition.
[1] Nielsen IRISH, Total Coverage, Period Ending: WE 04.01.20
[2] Nielsen Irish, Total Coverage, Period Ending: We 04.01.20
[3] Nielsen Grocery Mults 52 We 4th January 2020, Nielsen Impulse 52 We 4th January 2020
[4] Nielsen Total Coverage And Cga Total On Trade, Volume Sales 4we 24.03.19, Kantar Worldpanel Linkq Results 2019 (46,673 Respondents)
[5] Iwsr 2019 Uk Irish Whiskey Total Value Sales 2018 (Total Trade Forecast To 2023)
[6] Nielsen Premix Total Coverage Period Ending WE 04.01.20
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