Christmas 'Rush' for Jameson Whisky

PR Brands is spearheading its Christmas activity with a £1.5million advertising campaign for its Jameson Irish whiskey brand.

The TV advertisement campaign, one of several marketing initiatives planned for the PR Brands portfolio, is set to target the Central terrestrial broadcasting region as well as Sky from November 13 for a period of six weeks.

The 30-second commercial, entitled "What's the Rush", retains an Irish theme and emphasises the need to make time for relaxation and socialising. Ian Tottman, general manager at PR Brands, said: "We all complain about having less time than we used to have.

By launching the new campaign we're saying everyone should take time out from the rat race once in a while and see what's important in life."

In addition to the TV commercial, Jameson will be supported with comprehensive on-trade promotional activity and new point-of-sale material offering a free glass with every double Jameson order, as well as new bar mats.

Mark Davis, director of marketing, said: "During the peak Christmas period, publicans want something simple but effective. It's not the time for scratchcards and things like that!"

PR Brands is also targeting 65,000 malt whisky drinkers through two separate direct mail initiatives for its Aberlour and Bushmills 10-year-old malt whisky's between now and Christmas.

Following a successful regional test period in a number of major pub chain outlets, PR Brands is rolling out a "French Kiss" cocktail promotion nationwide in order to drive on-trade growth for its Pernod brand.

Other activity over the festive period includes a Wild Turkey sampling promotion and the test marketing of Soho, a new Japanese lychee-flavoured speciality drink.