The BDDP network has beaten Griffin Bacal to the estimated 12m global advertising account for Jameson Irish Whiskey.
Following a review which began last year out of Jameson’s previous agency Leagas Delaney, the Paris office of Omnicom-owned BDDP has developed a new global campaign designed to broaden the appeal of the Irish Distillers brand.
The campaign – titled “What’s the rush?” – breaks in the UK and Spain before Christmas and will be rolled out on television, press and posters worldwide in early 1999.
Martin Riley, Irish Distillers’ international sales and marketing director, says: “The campaign stresses the importance of people finding time to enjoy themselves in spite of their increasingly frenetic lifestyles. But it also reflects the smoothness of the Jameson brand and the innate sociability of the Irish.”
Like other whiskey producers who are looking to combat sluggish sales, Irish Distillers is trying to find new drinkers for Jameson.
Riley continues: “The campaign will have a contemporary and aspirational positioning which will broaden the appeal of Jameson beyond whiskey and scotch drinkers. We will target all premium spirits drinkers.”