Jameson bids to capitalise on St Patrick's Day celebrations

Pernod Ricard is launching a multimillion-pound ad campaign to give leading Irish whiskey brand Jameson a push in the run up to St Patrick’s Day.

The campaign includes out of home, digital and social media advertising, while the brand is also launching a mobile app that offers fans cocktail recipes and games.

It is also targeting retailers with “joyful” POS kits designed to boost sales ahead of St Patrick’s Day, which takes place on March 18. They include dummy boxes, counter mats, bunting, bollard wraps and A4 window posters.

James Middleton, channel director for impulse at Pernod Ricard UK, said: “St. Patrick’s Day has been gaining momentum and this year, there’s potential for festivities to be bigger than ever before as England faces Ireland on the final day of the 2018 Six Nations Championship.

“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.

“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 RTD 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.”

Pernod Ricard said the brand “delivers £6.5 million annually for impulse retailers and offers a premium trade-up, which secures an additional £5.83 for retailers verses a standard whiskey”, citing Nielsen figures for the year to September 2017.

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