Pernod Ricard Debuts New Global Push Behind Jameson

Jameson Irish whiskey is debuting a new global campaign, Must be a Jameson, narrated by Irish actor Cillian Murphy and directed by Oscar-nominated writer-director Bryan Buckley. According to the company, the new push is intended to “connect a world full of likeminded people who don’t take themselves too seriously.” The first ad in the campaign focuses on the core Jameson expression, while a second one launching in mid-November highlights flavor extension Jameson Orange.

“Must be a Jameson” was created in partnership with Ogilvy and will run across television, audio, social, OOH, and streaming channels in the U.S. The campaign will launch in global markets in 2024. Including flavors, Jameson reached 4.24 million cases in the U.S. last year, according to Impact Databank. Volume slipped 1.5% in control states in the first nine months of 2023.—Daniel Marsteller

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