Jameson breaks with tradition

Pernod Ricard UK is spending £1.5 million on a n ad campaign for Jameson Irish Whiskey.

Designed to appeal to 25 to 34-year-old men, the push will include print ads in consumer magazines and the nationals. Running with the strapline Jameson. Seriously Playful, the advertising "steps away from the rigid, formal messages traditionally associated with whiskey and promotes Jameson as a contemporary, iconic spirit," according to Pernod.

To encourage men to re-evaluate their perceptions of whiskey, Jameson was sampled with ginger ale during two live gigs featuring indie band The Coral in Manchester and London

to tie in with the brand's St Patrick's Day celebrations.