Jameson pushes Irish roots

Pernod Ricard has repositioned its Jameson Irish whiskey brand to emphasise the drink’s Irish heritage.

The drinks maker says the “Easygoing Irish” cinema activity aims to associate the whiskey with what it claims is the “easygoing approach to life” the Irish have.

The campaign follows last year’s “Seriously Playful” campaign which aimed to position the brand as “contemporary and aspirational” through a series of humorous press ads showing doctored images of men holding a bottle of the whiskey.

Set in 1780, the advertisement features four Irishman underselling stories of hardship in treacherous weather conditions “as only the Irish can do”.

The activity comes ahead of the launch of the Jameson Cult Film Club, which will see the screening of several cult films in London over the coming months.

Jameson has also agreed a deal with Empire to promote the film club in the magazine. The brand has also renewed its sponsorship of the Empire film awards.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here