Irish whiskey brand Jameson has launched a multi-million-pound campaign to capitalise on the forthcoming St. Patrick’s Day celebrations.
The campaign includes out-of-home, digital and social advertising, as well as a mobile app that offers games and augmented reality ‘how-to’ recipe demonstrations.
With the big day falling on a Saturday this year (March 17), James Middleton, Channel Director for Impulse at Pernod Ricard said there was potential for the festivities to be bigger than ever.
“Our campaign this year is simple, get more people into store for a longer period and we are supporting retailers do this by investing heavily in the promotion of a ‘Happy St. Patrick’s Month’, as well as our lead serve the Jameson, Ginger and Lime,” he said.
“The Jameson, Ginger and Lime is a great way to increase basket spend as it’s an incredibly simple drink to make at home. With over 60,000 ready-to-drink cans of the serve sampled last summer, we have seen how popular they are and how well they work to encourage people to try Jameson in a different format.”
Jameson is available to convenience retailers in the following formats, which cater for a range of taste preferences and price-points: Jameson Original 35cl (RSP £12.29), 70cl (RSP £22.95), Jameson Crested (RSP £30.45), Jameson Black Barrel (RSP £37.69), Jameson Redbreast Tubed (RSP £44.19) and Jameson ready-to-drink cans (RSP £2).
POS materials are available to boost sales, including dummy boxes and clip strips promoting the Jameson, Ginger and Lime serve.
