Jameson whiskey is ramping up its presence in front of consumers with a major advertising campaign running until the end of the year.
Taking the theme of 'Easygoing Irish' the campaign is going back to the Pernod Ricard UK brand's roots with advertising in cinemas, and further activity strengthening its links with UK film.
Other activity includes Jameson's biggest ever sampling campaign in pubs and bars, emphasising the mixability of the brand, taking place in 160 independent pubs and bars in London, as well as in managed sites. Consumers are being provided with a 2-for-1 voucher, redeemable at the bar to encourage repeat purchase.
Meanwhile master mixologist Ed McAvoy has been signed up as a brand ambassador and is meeting pub and bar owners to train barstaff and raise the profile of the brand.
The Jameson Cult Film Club, which sees the brand put in free screenings of cult films is continuing, while the brand has linked up again with Empire magazine as sponsor of its Empire Awards and cult film events.
Patrick Venning, head of marketing for whiskies at Pernod Ricard UK, said the new campaign was all about urging consumers to take a lighter, more 'Easy-going Irish' attitude to life, particularly in the tough times of today.
"We're delighted to be going into cinemas this year to support Jameson, one of our priority brands, as this advertising deserves the big screen, and we feel we have a really compelling creative idea that's going to strike a chord with our target audience," he said.
"This is a really exciting time for Jameson - consumers have responded very well to date to the brand's venture into the world of cult films which is why we have invested again in an exciting 2009 campaign."