Pernod Ricard brand Jameson Irish Whiskey has gone global in its recent “Must Be a Jameson,” which plays up the heritage of the brand and its family connections around the world.
The effort, which is narrated by Golden Globe-winning actor Cillian Murphy, focuses on the “always welcoming and forever smooth,” product that invites people into the family with the relaxed vibe of not taking things too seriously.
One spot features Jose, a man unfazed by a spilled drink and a stained shirt. “He must be a Jameson,” calls out the spot. In the second spot launching, which promotes Jameson Orange – Julia rolls with the punches even when life sends her on an adventure. “She must be a Jameson,” reads the ad.
The campaign, which kicked off in November and will run through Q1 2024, includes linear TV buys during the NFL, NBA and NHL, as well as CTV on Hulu and ESPN, as well as social and out-of-home buys in New York, Los Angeles, Chicago, Dallas and Miami. Brand Innovators chatted with Johan Radojewski, vice president of marketing, Pernod Ricard North America, about the effort.
What is the strategy for this campaign?
“Must be a Jameson” was anchored in bringing this brand ethos to life, through an inclusive campaign that unites modern day Irish Whiskey drinkers across the globe through a shared mentality of camaraderie, conviviality and smoothness – no matter what comes their way. Jameson remains a market category leader as a famously smooth and approachable whiskey, and the core creative behind this campaign helps personify and celebrate those attributes.
Who are you targeting?
“Must be a Jameson” focuses on making the most of shared moments with friends and family, best enjoyed alongside an effortlessly smooth whiskey. The campaign is rooted in the spirit of togetherness, targeting current “Jamesons” while also speaking to new fans across the globe.
How is this helping you reach your core audience?
This campaign truly embodies the Irish wit and smoothness Jameson is known for. Helping to emphasize the inclusivity and camaraderie inherent to our mission, this spot is all about bringing people together through a shared glass half-full mentality, a sentiment we feel will resonate deeply across our core audience.
What marketing predictions do you have for your category in 2024?
Broadly, we expect marketing efforts in 2024 will continue to prioritize connecting with consumers’ values to build trust and drive authentic brand affinity. The whiskey category specifically has been undergoing a revival, with more consumers discovering its quality and versatility in modern mixology, and so we predict category marketing campaigns will likely tap into this momentum.
At Jameson, we look forward to more opportunities to connect with whiskey lovers across the country in-person and show up in meaningful ways that resonate and help us foster strong relationships with both consumers and partners. We look forward to seeing where this new year takes us with “Must be a Jameson” at the helm.
