Pernod Backs Jameson With New Multi-Million Dollar Global Ad CampaignMarch 1, 2018
Looking to stoke further growth for Jameson Irish whiskey, Pernod Ricard is backing the brand with a new multi-million dollar advertising push rolling out this month. Running under the tagline “Taste, That’s Why,” the campaign includes a pair of television spots showcasing real-life brand stories. The first, titled “Scully Was To Blame,” tells the story of Bill Scully, a 19th-century Dubliner, while the second, “Coopers,” focuses on a pair of coopers at Pernod’s Midleton Distillery and the creation of Jameson’s beer barrel-finished Caskmates offshoot.
In addition to the new TV ads, the “Taste, That’s Why” platform will comprise out-of-home, digital, display and social media components, as well as a documentary series. The campaign will initially run in the U.S., with expansion into other key markets to follow later this year.
According to Impact Databank, Jameson grew 16.3% to surpass 3 million cases in the U.S. in 2017, capping a three-year run in which it has expanded by more than 1 million cases. To keep pace with rising demand, Pernod Ricard recently invested €10.5 million ($11m) to up capacity at Jameson’s Co. Cork, Ireland-based Midleton Distillery. The expansion includes three new copper pot stills, which are expected to be operational by summer.—Christina JelskiSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.