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.

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