Press Release Archives
Jameson® Irish Whiskey Launches Interactive Outdoor Ads
Projection Campaign Is Latest Innovation For Leader of Fastest-Growing Spirits Category
PURCHASE, NY (December 4, 2008) – “Are you talking to me?”
That’s what people will be saying to a bunch of walls in New York and Los Angeles this month, as Jameson® Irish Whiskey aims to continue its defiance of the economic downturn (dollar sales up 33% for the six-month period ending 10/18/08, according to AC Nielsen), by engaging in some social discourse with people on the streets.
In high foot-traffic areas across both cities, Jameson — which accounts for roughly two-thirds of the fastest growing spirits category in the U.S. — will use live wall projections to reach its audience. “Passersby will notice giant projected ads 'chatting them up' as they walk by, as real-time 'conversationalists' will be writing and reacting to people on their way to drinks, dinner, shows, shopping and such,” said Wayne Hartunian, Jameson Brand Director at Pernod Ricard USA. Added James Cheung, Jameson Creative Director at the brand’s ad agency, TBWAChiatDay New York, “While the ad creative remains true to Jameson’s unique relaxed and confident style, it will be a cocktail of live projection/chatroom/outdoor/conversation piece, in true Media Arts fashion.”
“One of the primary reasons for Jameson’s tremendous success is the brand’s ability to establish personal connections with consumers,” Hartunian said. “And our projection campaign takes that personal connection ideal to a whole new level.”
Jameson is projecting outdoor ads (without the interaction at this stage) beginning this month in Boston, Chicago, Denver and Minneapolis. The brand also has unveiled a new radio ad in 20 markets, as well as a trade communications initiative that reinforces Jameson’s leadership position and demonstrates how the brand can boost retailers’ profitability. “Retailers and restaurateurs need brands that not only offer quality and value at every price point, but that also provide them with support to help sustain and grow their business,” Hartunian said. “And Jameson has proven itself to be that brand time and time again.
The trade campaign includes an ad, “Defying the Economic Downturn,” which highlights the brand’s strong growth rates over the past six months. In addition to the above-mentioned Nielsen statistics, data from the National Alcohol Beverage Control Association (NABCA) shows Jameson sales rose in U.S. Control states by 27% for the 6-month period ending Sept. 2008, while the brand’s on-premise depletions increased by 25% across the U.S. during the same time period.
Hartunian said the trade campaign also includes a “first-of-its-kind Category Management Tool for the Irish Whiskey Category that provides the trade with a fact-based story on the accelerating growth and the enormous additional potential of the fastest growing spirits category, while giving retailers and on-premise operators specific, proven ideas on how to leverage that success to improve their bottom line.”
The Jameson campaign is consistent with Pernod Ricard USA’s ongoing efforts to support its brands through efficient, targeted marketing that captures consumer imagination. Hartunian concludes, “We will continue to grow our brand and the category, support our retail partners and develop unique and interactive programming to engage consumers and bring them into the Jameson family.”
Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: http://www.acceptresponsibility.org.
About Jameson Irish Whiskey
The Irish whiskey category is growing faster in popularity than any other spirit in the United States. This growth is driven primarily by one brand – Jameson Irish Whiskey. The world’s number one Irish whiskey, Jameson has become synonymous with Irish whiskey and represents roughly two-thirds share of the category. Made with the finest ingredients, it has been produced in Ireland according to the highest standards since 1780. Jameson Irish Whiskey is imported by Pernod Ricard USA. Jameson was recently named one of the top 3 healthiest spirits brands in the U.S. in a recent industry analysis published in the International Wine & Spirits Record (IWSR)*
(Source – IWSR Study, June 2007)
About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA. In July, 2008, Pernod Ricard completed the acquisition of the iconic ABSOLUT® Vodka brand from the V&S Group, and Pernod Ricard USA is now the second-leading company in the U.S. by sales value.
In addition to ABSOLUT®, Pernod Ricard USA’s leading brands include such prestigious spirits as The Glenlivet® Single Malt Scotch Whisky, Chivas Regal® Scotch Whisky, Jameson® Irish Whiskey, Wild Turkey® Bourbon, Seagram’s Extra Dry Gin®, Beefeater® Gin, Plymouth™ Gin, Martell® Cognac, Malibu® flavored Rum, Kahlúa® Liqueur, Hiram Walker® Liqueurs, Pernod® and Ricard®; such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
The company is based in Purchase, New York, and has roughly 1,000 employees across the country.